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Reactive devaluation is a cognitive bias where an individual devalues or dismisses proposals or ideas if they originate from an adversary or an opposing party, even if these ideas could be beneficial. This bias often stems from an emotional response, leading people to focus more on the source than the content, thereby affecting negotiations, decision-making, and conflict resolution.
Reactive devaluation occurs when an individual automatically disregards the value of a proposal, not based on its merits, but because of its association with an opposing party. This is often fueled by distrust or negative sentiments towards the proposer. As a result, the individual may underestimate the benefits or potential of the proposal, leading to biased assessments.
Reactive devaluation can lead to missed opportunities for beneficial cooperation, stalled negotiations, and prolonged conflicts as parties reject viable solutions purely based on bias against the proposer. It impedes constructive dialogue and problem-solving by prioritizing who says something over what is being said.
To counteract reactive devaluation, parties can employ strategies such as using neutral mediators to present proposals, reframing proposals to focus on mutual benefits, promoting empathy and understanding between parties, and encouraging objective assessments of proposals regardless of their source.
Critics of the term argue that 'reactive devaluation' oversimplifies complex motivations in negotiations and interactions. It may not adequately account for rational skepticism based on past experiences, or the legitimate concerns parties might have about proposals based on historical context or uneven power dynamics.
Barriers to conflict resolution
Ross, L., & Stillinger, C. (1991)
Negotiation Journal
The Hostile Mediator: A Biased Perception of Neutral Third Parties in Conflict Resolution
Curhan, J., Neale, M., & Ross, L. (2004)
Journal of Applied Social Psychology