Hidden Influences in International Negotiations: The Interactive Role of Insecure Cultural Attachment, Risk Perception, and Risk Regulation for Sellers Versus Buyers

Tuvana Rua, Sacred Heart University
Zeynep G. Aytug, California State Polytechnic University - Pomona
Mary Kern, CUNY Bernard M Baruch College
Sujin Lee, Graduate School of Innovation and Technology Management, KAIST, South Korea
Wendi L. Adair, University of Waterloo

First published: 17 April 2018


This research examines the previously unstudied role of cultural attachment in international negotiations. Specifically focusing on the fearful attachment style, this article reveals the intricate interaction of cultural attachment, risk perception, and risk regulation on negotiators' ability to claim value in international negotiation. Supporting our theorizing based on cultural attachment and prospect theory, findings show that risk‐averse sellers with fearful attachment to their national culture perceive greater risk and in turn are more motivated to regulate risk through relationship‐building with their counterpart (Study 1). Moreover, these individuals achieve lower economic gains when they regulate relational risk by making fewer threats to walk away (Study 2). We discuss the implications and the importance of understanding one's attachment to own national culture as its interplay with role and risk mechanisms impacts effectiveness in international negotiations.