Introduction It is always useful to plan some negotiation strategies and outline how the talks will take place. Even so, negotiation behavior can be a critical factor in the success of the negotiation. “Negotiation behavior is shaped by a complex set of factors, including personality, cultural values, and emotions” (Osman-Gani and Tan, 2002, p. 822). Emotions and tempers can often run high during negotiations. All humanity has emotions, although, as Fromm (2004) explains, emotions can help us understand differences and find solutions to complex situations. Emotions help us understand and deal with problems and factors around us. People continually analyze events to determine whether they are personally relevant. For example, the debates on abortion and euthanasia; each of the parties involved harbors strong feelings that hinder the search for a solution. It can be seen in how individuals perceive themselves. Each of the parties involved has their own values ​​and perceptions that generate strong emotions about these issues. Discussion of Issues People need emotions, perhaps a sense of being treated fairly, recognition of achievement, or a sense of belonging (Fromm 2004). Let's use the following example to illustrate this: Bert has wanted to buy a car for his wife for quite some time. One day he passed by a car dealership and saw exactly the car he wanted with a price tag of $4500. Then he went home and told his wife he agreed saying, "Based on our current financial circumstances , the maximum amount you should spend is $4300.” The next day Bret went to the dealer and asked to test drive the car. Bret offered $4000 for the car and the dealer closed the deal. Bert is happy...... middle of paper...... Experience', Emerging communication: studies on new technologies and practices in communication, 6, pp. 323. Available from: . [11 November 2011].Saee, J 2008, 'Best Practice in Global Negotiation Strategies for Leaders and Managers in the 21st Century', Journal of Business and Economics Management, 9(4), pp. 309-318. Available from: Proquest. [13 November 2011].Shapiro, DL 2004, 'Emotions in Negotiation: Danger or Promise?', Marquette Law Review, 87(4), pp. 737-745. Available from: Proquest. [13 November 2011].Van Kleef, G.A., De Dew, C.K.W. & Manstead, ASR 2004, 'The interpersonal effects of emotions in negotiations: a motivated approach to information processing', Journal of Personality and Social Psychology, 87(4 ), pp 520-528. Available from: . [November 13 2011].