• There are various dimensions in a job to be motivated by, not just what you get paid. Your training period, kind of work, kind of team, and the other things you value, like work-life balance, for instance.
• You also need to understand what the company values. Salary is a recurring cos...

Having an alternative, a second job offer with you makes your negotiation game stronger, as the employer knows that you can simply walk away. Having the offer from a prestigious company also strengthens your perceived market value.

Recruiters spend thousands of dollars on the recruiting process, and won't reject your profile or take away anything from you if you negotiate. They have already invested time, cost, and energy that may go in vain if you are not accepting their offer.

Simply asking for more may be a put off for recruiters, but providing an unobjectionable and sympathetic reason is a good strategy.
Example: I want to buy my own house within the next year, what can we do to improve the salary?

A prospective employee can refrain at first and talk about being a good mutual fit and being able to learn, rather than mere figures.

Companies like you to submit early in the negotiation and be done with it, so it's best not to fall in their traps and pressure tactics.

A job negotiation is preferable in person or on the phone, as compared to the impersonal and cold feel of the email.

While making your final decision, keep in mind that: