We are not specially fond of losing. Everyone likes a winner and it is important for us all to be on the winning side. In fact, it is essential for us to be on the winning side that research signifies that on average we have an incredibly an insightful method to handling the potential dangers.

In an area of research called Prospect Theory, Kahneman and Tversky looked into the apparent flaws and contradictions in individual conduct. They discovered that research subjects when given an option prepared in one way might present risk-averse conduct but when given basically the same option formulated in a different way the same research subjects might show risk seeking behaviour.

A key result of the analysis done by Kahneman and Tversky is that they identified that people's behaviour towards challenges associated with potential benefits can be very different from their behaviour towards risks connected with probable deficits.

For example, when subjects are presented a choice between getting $1000 with certainty or getting a 50% chance of getting $2500, they will often well select the guaranteed $1000 in preference to the uncertain chance of getting $2500 even though the analytical expectation of the uncertain option is $2500. This is a perfectly reasonable mindset that is described as risk aversion.

But Kahneman and Tversky also identified that the same individuals when challenged with a specific loss of $1000 versus a 50% possibility of no loss or a certain loss of $2500 do often select the risky alternative. This is referred to as risk seeking behaviour.

Exactly what it implies for you in the context of your business negotiation or negotiation training is that it is really recommended that you tell your counterparts the things they stand to do away with when they do not move the way that you are suggesting. It is always wise to tell your counterparts what they stand to achieve by moving in your direction but the power of your stance will likely be enhanced if you could add to the advantages the specific things that they will fall short on if they do not move in your direction.

This type of loss framing is strongest when it is combined with the Scarcity principle of influence that states that we associate more worth to those things that are significantly less obtainable. We should thereby focus on those things that are uniquely relevant to our own arguments and in addition to pointing out the benefits associated with going in our direction we should also explain the particular, unique things that our counterpart may stand to lose if they do not move in our direction.

Using negotiation skills such as loss framing to your advantage is an excellent method that you can apply the concept of losing to support you to succeed.

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