Sometimes negotiation is not about the immediate goal of the discussion but about the larger picture.
It may be a multi-round war and not just a battle. You may choose to win now but you may risk losing something bigger in the future.
In this scenario, we can make a different choice in the immediate deal so that we eventually win.
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The connection between guilt and pleasure could be powerful for marketers. Appealing to a negative attribute that is connected to pleasure can be more effective at persuading people than directly talking about positive attributes.
We may think our choices are rational, but...
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