What does the self-representation in negotiation mean in a collectivist culture?

In a collectivist culture, self-representation in negotiation emphasizes the importance of community, relationships, and the collective good over individual interests. This perspective views negotiation not just as a means to achieve personal gains, but as a process that requires consideration of the group’s needs and preferences.

Choosing options that prioritize individual benefits or achievements would contradict the core principles of collectivism, which values harmony and the interconnectedness of individuals within a group. In such cultures, successful negotiation outcomes often rely on mutual agreement and consensus where all voices are heard, thus ensuring that the interests of the wider community are addressed. This collaborative approach fosters stronger relationships and maintains social cohesion, which are paramount in collectivist societies.