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Because it is difficult to find those who seek to take responsibility for losses, everyone wants the gains and wants to be attributed to him, not the other way, hence the difficulty of negotiating losses
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Simply because by principle, no one wanna lose, and that reality stands strongly when it comes the time to negociate a contract.it's really difficult to bring the opposit side in the contract, to accept to lose some expectations.
I guess because having to regain what you have lost is really harder than having more of what you already have.
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what you gained will not go to others !, but what you lost it might be returned or might not be, It is very hard to convince someone to give you what you lost before.
I agree with Mohammed Eissa....................
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Starting your negotiation over losses, means that you are starting with a weak position and you can agree with what the other part can offer to you.
Whereas, starting your negotiation over gains, means that you have a powerful position and the upper hand to dedicate your own terms and conditions.
Negotiating over gains is easy because you are only dealing on the situation and no human sentiments are involved but when there is a loss, the situation is quite different. The situation is quite horrible because you are dealing with the loss + the negative sentiments of the individual.
Believe me controlling the loss situation is easy but human negative and sad sentiments are difficult to control and negotiate.
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Negotiating losses is more difficult because no one accepts losses and it means paying out hence people avoid this and would rather negotiate gains as it is a gain for them.
You can never get back what you have lost. It is harder to dialogue this and get any comprimise from the other party.