دانلود رایگان مقاله اثرات استفاده از زبان دو زبانه اسپانیایی و فعال شدن کلیشه ای بر نتایج مذاکرات

abstract

Service encounters often become negotiations between the customer and the service provider. For speakers of multiple languages, the language used in a negotiation can be a critical factor in the success of that encounter. By investigating how U.S. bilinguals negotiate in either English or Spanish, this research examines the effect that the activation of the stereotype related to the minority language-speakers has on negotiation outcomes. The results of two experiments support the general notion that, among U.S. Hispanic bilinguals, the majority language (English) yields more favorable outcomes compared to the minority language (Spanish); a third study with a comparison group of bilinguals in Mexico, where no language-related stereotype exists, shows no effect of the negotiation language on the outcome. The paper discusses theoretical and practical implications of the findings and areas for future research.

7. General discussion

This paper investigates the proposition that U.S. bilinguals' language usage can affect the outcome of service negotiations. The research employs an ethno-linguistic perspective to examine the impact that language (English and Spanish) can have on negotiation outcomes of U.S. Hispanic bilinguals. Under this perspective, English is associated with higher vitality, economic power, political prestige, and demographic status in America and Spanish is considered the minority language. These culturally shared views, or stereotypes, can represent a threat to negotiators if they are unfavorable, and the individual identifies with the stereotyped group; the negative stereotype can affect individuals' performance and consequently their negotiation outcomes (Steele, 1997; Steele & Aronson, 1995). The findings of Study 1 suggest that language has an effect on negotiation outcomes, and that this effect cannot be solely attributed to language proficiency. The use of Spanish in negotiations may implicitly activate unfavorable stereotypic judgments towards Spanish-speakers, and pose a threat to participants negotiating in Spanish. As shown in Study 1, the stereotype associated with Spanish speakers is less favorable compared to the stereotype associated with English speakers, and the individual negotiation outcomes of participants negotiating in Spanish are lower compared to the outcomes of the group of participants that negotiated in English, even after controlling for English language proficiency.