Negotiating Partnerships: Increase profits and reduce risks

The ‘ketchup effect’

The study shows that during the 120 minutes which the negotiators have at their disposal, only about 10 per cent can finish without feeling any pressure of time. Over half (55 per cent) do not reach an agreement until the moment when they feel that time is running out. Under stress and pressed for time, they force a conclusion through. This can also be experienced in real life. When time is almost up, the negotiators are forced to reach an agreement, often in the shape of a compromise where the parties meet half way, i.e. no one must lose more than the other. Since there is no time to reconsider, they cannot be sure that all the significant points have been discussed and studied.

To study whether time had been lacking and ...