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This paper aims to test the impact of several self‐regulatory strategies on an integrative bargaining task.

Participants were randomly assigned to dyads and negotiated over the sale of a car. Before negotiating, participants were prompted to engage in one of three self‐regulation strategies, based upon fantasy realization theory (FRT): to mentally contrast a successful future agreement with the reality of bargaining, to exclusively elaborate on successful future agreement, or to exclusively elaborate on the reality of bargaining. Those in the control condition merely began the negotiation.

Mentally contrasting a successful future agreement with the reality of bargaining leads dyads to reach the largest and most equitable joint agreements, compared to dyads that elaborate only on successful future agreement, or on the reality of bargaining.

Since it was found that mental contrasting promotes integrative agreement, it is important to learn more about the psychological processes that mediate and moderate this effect. Another related line of research would examine the application of the findings to other bargaining scenarios. One further future line of research should combine mental contrasting with planning strategies.

The findings of the paper have implications for both self‐regulation and negotiation research. The result that mental contrasting fosters integrative solutions reflects its potential to help negotiators effectively discriminate among feasible and unfeasible components of a multi‐faceted goal (integrative agreement). For negotiation research, the paper identifies an effective self‐regulatory strategy for producing high‐quality agreements.

The present experiment aimed to test the impact of a self‐regulatory strategy of goal pursuit – called mental contrasting with implementation intentions (MCII) – on an integrative bargaining task.

Participants were randomly assigned to dyads and negotiated over the sale of a car. Before negotiating, participants were prompted to engage in MCII, or one or the other of its two component strategies: to contrast mentally achieving success in the integrative bargaining task with the reality standing in the way of this success (MC), to form implementation intentions on how to bargain (i.e. if‐then plans) (II), or both to contrast mentally and form implementation intentions (MCII).

The strategy of mental contrasting with implementation intentions led dyads to reach the largest joint agreements, compared to dyads that only used mental contrasting or if‐then plans. Moreover, participants who mentally contrasted formed more cooperative implementation intentions than participants who did not mentally contrast, mediating the effect of condition on joint gain.

The findings suggest that the self‐regulatory strategy of mental contrasting with implementation intentions (MCII) leads to higher joint gain, and that this effect is mediated by mental contrasting's promotion of cooperative planning. More research should be done to understand the specific negotiation behaviors engendered by MCII, as well as its applicability to other negotiation scenarios.

These findings have implications for both self‐regulation and negotiation research. The result that MCII fosters integrative solutions reflects its potential to help people form cooperative plans and reach high joint‐value agreements in integrative scenarios. For negotiation research, the paper identifies an effective self‐regulatory strategy for producing high‐quality agreements.

The purpose of this study is to predict the probability and duration of “Buying Intention Survival” (BIS) and to propose a conceptual framework illustrating its determinants. More specifically, it aims to determine the likelihood of buying intention abandonment (BIA) and the time frame in which the intention abandonment might occur.

The data for this study were collected using an online survey of a sample of 573 Tunisian consumers. The data were then subjected to a survival analysis. This method is used for the first time in this context.

Results show that the average duration of the BIS could extend over 162 months. Findings also suggest that involvement, anticipated regret linked to a no-purchase decision and social influence have a positive effect on BIS, whereas anticipated regret linked to purchase influences BIS negatively.

Accurately anticipating the date of BIA is of paramount importance for marketers as it allows them to implement strategies that reduce the risk of abandonment and encourage customers to promptly fulfill their purchasing intentions.

This paper introduces a new concept, namely, BIS, and applies a survival analysis method to determine whether purchase intention disappears over time, how soon it may disappear, and possible reasons this may occur.