From Value Consciousness to Bargaining Proneness

Abstract

Two studies were conducted investigating the surface level trait of bargaining proneness and its relationship to the situational level trait of value consciousness. In Study 1, the bargaining proneness scale was developed and shown to have good convergent, discriminant, and predictive validity. In addition, it was found that value consciousness, competitiveness, materialism, and the need for arousal were predictive of the construct. Study 2 extended the research by collecting new data and examining the relationships using structural equation modeling. Significant predictors of bargaining proneness were: value consciousness, competitiveness, the need for arousal, and materialism. The results revealed that the elemental traits of need for arousal, conscientiousness, agreeability, emotional instability, and materialism were predictive of competitiveness. Value consciousness was predicted by agreeability, materialism (negative relation), emotional stability, conscientiousness, the need for arousal, and the need for body resources. Variance accounted for in the constructs by the model were: bargaining proneness = 32 percent, competitiveness = 48 percent, and value consciousness = 28 percent. Results are discussed in terms of the possible use of the findings for developing communication themes for persuasive purposes.