For some people, the mere mention of the word "negotiation" brings up images of fierce combat and a merciless struggle.

According to research conducted by Jard Curhan of the Massachusetts Institute of Technology, subjects (from either professional backgrounds or professional negotiators) did not prioritize objective or monetary results.

From their point of view, other more subjective factors were at least as important: for example, maintaining a good relationship with their trading partner; ensuring that the results are not blatantly against their moral values; making sure to avoid humiliation and ensuring that they were heard by the other party.