Individuals place rigorous attention on relationships

individuals place rigorous attention on relationships, a fundamental aspect for joint gains and
integrative measures (Madjar, Oldham & Pratt, 2002; Ogilvie & Simms, 2008). Moreover, the
correlation is consistent with the literature claiming that highly creative negotiators are inclined to
emphasise integrative strategies, taking into account interpersonal relationships (De Pauw et al.,
2011).
In addition, a correlation was established that the low creative collectivist negotiators
pretended that a conflict did not exist at a higher degree than the high creative individualist
negotiators. However this behaviour was uncommon within both dyads; it was apparent in only four
negotiation pairs altogether. This correlation is small and insignificant.
In summary, this thesis’ research questions provided evidence that the creative construct
influences negotiation behaviour to a larger degree than the cultural dimensions. As observed through
the rated facework behaviours, high creative individuals tended to negotiate with more emphasis on
compromising and integrative strategies than the low creative negotiators; however, in the same
bargaining situation they would also defend their interests to a higher degree. Individualist negotiators
showed slightly higher rates of expressing how they were feeling during the bargaining simulations,
whilst collectivist negotiators pretended that the conflict did not exist and compromised at a slightly
higher rate.

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5.3 Conclusions about the research problem and implications for theory
The main research problem of this thesis was to explain how creativity and culture influence
bargaining behaviours. Initially the thesis developed a hypothesis, based on previous empirical data,
which posed the idea that creativity and culture would directly influence negotiation outcomes.
However, as the majority of negotiation research is outcome-based, founded on stringent experimental
data (based mostly on self-reported measures with a disregard to the actual process), with incremental
findings, this research problem was approached from a more objective realist point of view.
Therefore, based on the framework of facework typology, it was more viable to analyse negotiation
behaviour from the objective point of view due to the established face behaviours in the literature.
The method and analysis was consequently based on a mixed methods approach. The results
build on prior theory on several levels. First, they build on Ting-Toomey and Oetzel’s (2000) 13-
category facework behaviours by expanding the knowledge base of category eight ‘integrative
behaviour’. This category did not distinguish how and what type of behaviours influence the direction
of bargaining. This study expanded on this category by establishing that several integrative
behaviours were associated with high creative negotiators, and on the contrary, that low creative
negotiators applied a distributive strategy. Further, these behaviours were underpinned by showing