The Big Bang Theory is a classic example of the application
of psychology, as the show has displayed many different psychological concepts,
from classical conditioning to sleep deprivation. In this episode Leonard and
Sheldon want to buy a replica Game of Thrones sword from Stewart at the comic
book store. In their negotiation, Sheldon is very keen whereas Leonard is
trying to haggle down the price.
Stewart: “I see you guys have found my little treasure.”
Leonard: “Yeah… pfft… it’s okay I guess…”
Leonard: “What do you want for it?”
Stewart: “Oh well, it is hard to put a price on something that was
a copy of something that was on paid cable….
But, for my friends, let’s say $250?”
Leonard: “Ohh… that’s pretty steep.”
Stewart: “Oh, well it’s a limited edition; they only made 8000 of
these bad boys.”
Leonard: “Can you do any better?”
Stewart: “Are you kidding? I’m already giving you the friends and
family discount!”
Leonard: “$200.”
Stewart: “I’ll tell you what, I’ll go $235…”
Leonard: “Nope, maybe another time.”
Stewart: “Okay, $225, and that’s my final offer.”
Leonard: “$200.”
Stewart: “Awh man, you’re killing me!” “$210, and I’m losing
money.”
Leonard: “$210 and you throw in the iron man helmet.”
Stewart: “Are you crazy? That helmet it signed by Robert Downy Jr.”
Leonard: “So?”
Stewart: “Ok, if you are going to question the importance of an actor’s
signature on a plastic helmet from a movie based on a comic book, then all of
our lives have no meaning!”
Leonard: “Okay fine, just the sword, $210.”
Stewart: “Thank you, I can eat meat this week.”
Leonard begins by seeming disinterested in the sword (e.g. “Yeah…
pfft… it’s okay I guess…”), and casually finds out what Stewart would want for
the sword.
Stewart is given the opportunity to make the first offer,
which is working as an anchor for
the rest of the negotiation, Leonard ignores
the anchor by immediately discounting it, complaining it is too expensive
(e.g. “Ohh… that’s pretty steep.”). In order to change the value of the sword, Leonard
uses questions (e.g. “Can you do any
better?”).
As Stewart does not offer a concession, Leonard asks for one
himself (e.g. “$200”), making an anchored
counteroffer for which negotiation is based on. Stewart gradually gives
Leonard concessions that are more in line with his anchor (e.g. “$235”, “$225”,
“$210”).
It seems $200 was outside of Stewart’s zone of possible agreement (ZOPA) as it would have lost him money,
but in the end he haggled the price to his reservation
value (i.e. the lowest price he was willing to accept from Leonard; Malhotra
& Bazerman, 2007).
Both Leonard and Stewart displayed the use of anchors in their
negotiation. Anchors are offers that
narrow the negotiator’s attention and beliefs (Malhotra & Bazerman, 2007).
They are used to sway the negotiation and have been found to strongly influence
the final outcome (Malhotra & Bazerman, 2007). For example, Northcraft and
Neale (1987) invited estate agents to view a house that was for sale and were
asked to evaluate it. They were all given information (high prices vs. low
prices) about the other houses on the road and surrounding area, which were
used as anchors. They found the estate agents who were given the high price
list valued the house as more than those given the lower price list. Therefore
the prices of the neighbouring houses anchored the estate agents valuation of the
house.
All of the tactics used in the Big Bang Theory episode would
work in most negotiation situations, if applied correctly. Now – time to
negotiate me a job!
References:
Malhotra, D., & Bazerman, M. H. (2007). Negotiation
genius: How to overcome obstacles and achieve brilliant results at the
bargaining table and beyond. New York: Bantam Books.
Northcraft, G. B., & Neale, M. A. (1987). Experts,
amateurs, and real estate: An anchoring-and-adjustment perspective on property
pricing decisions. Organizational behavior and human decision processes, 39(1),
84-97.
Natasha Morris
Brilliant! this article has practical examples to the meaning of each definitions such as ZOPA, reservation value. Valuable and informative. thanks for sharing. I enjoyed reading your article.
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