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This study aims to investigate when integrative tactics are more effective in generating higher joint outcomes in an integrative negotiation. The authors test whether, first, the moral identity of the negotiators and, second, the concurrent use of distributive tactics increase the effectiveness of integrative tactics on joint outcomes.

Two weeks prior to the experiment, moral identity was measured using SIMI. Participants were classified into three groups: high, medium, and low SIMI. Two participants from the same group played a modified version of the Towers Market negotiation exercise. Distributive and integrative tactics were measured.

Results show that negotiators with high moral identity achieve higher joint outcomes in an integrative negotiation by using integrative tactics more effectively. In addition, the positive effects of integrative tactics on joint outcomes increase as the two negotiators employ distributive tactics along with integrative tactics rather than integrative tactics alone.

Results support the firm‐flexibility rule and dual‐concern model of negotiation. In addition, the results of this study are consistent with the argument of the differentiation‐before‐integration principle.

Contradictory to the assumption that negotiators should not use distributive tactics to increase joint outcome, negotiators can increase joint outcome when they use distributive tactics along with integrative tactics. In addition, this study shows that negotiators with high morality do a better job in an integrative negotiation not because they adopt integrative tactics more frequently, but because they use them more effectively, especially when coupled with negotiators with a similar level of morality.