ABSTRACT
Culture influences perception in the negotiation process. The complex nature of individual perception in the negotiation process is an often overlooked dynamic in international business negotiations. Perception is influenced by how we individually process and interpret the world around. It can be seen in how we communicate. The social aspect of social cognition stems from our cultural experiences in everyday interactions. The complexity of the communication process in negotiation, especially international business negotiation, requires an understanding of the role that perception may play in the negotiation process. If we want to better understand the dynamics of international business negotiation failures we need to look more closely at how perception influences the negotiation process. The importance of fundamental attribution error, cognitive congruency, and self-monitoring are discussed. Specifically, I examine how flawed perspectives may lead to the ultimate failure in reaching agreement. This chapter begins with a discussion of perception and the role of perception accuracy.
