Share and share alike or winner take all?: The influence of social value orientation upon choice and recall of negotiation heuristics

Two experiments test the hypothesis that social value orientation influence s choice and recall of heuristics in individuals preparing for negotiation, Consistent with predictions, Study 1 shows that in the preparation phase, negotiators with a prosocial value orientation choose more cooperative heur istics (e.g., "equal split is fair") than competitive heuristics (e.g., "yo ur gain is my loss") while negotiators with a competitive social value orie ntation do the reverse, Negotiators with an individualistic social value or ientation do not discriminate in their choice between cooperative and compe titive heuristics, Study 2 shows that following preparation, prosocial nego tiators recall more cooperative than competitive heuristics while individua lists and competitors do the reverse, Additional measures suggest that pros ocial negotiators prefer cooperative heuristics because these are seen as m orally appropriate, whereas individualists and competitors prefer competiti ve heuristics because these are Seen as effective. (C) 1998 Academic Press.