The concept of framing in negotiation explains how we describe our offers strongly affects how others view them.

For example, suppose a company offers a recruit a $20,000 increase over her current salary of $100,000. This offer same offer of $120,000 is more likely to appeal to her than an offer framed as a $30,000 decrease from her request of a $150,000 salary. Stressing what the other party would gain rather than lose is an essential form of framing in negotiation.

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