When, Where and How: The Use of Multidimensional Scaling Methods in the Study of Negotiation and Social Conflict

MDS (multidimensional scaling) is a technique that enables researchers to uncover the spatial representation or "hidden structure" that underlies and defines behavioral data such as negotiator or disputant perceptions and preferences. Although MDS has wide-ranging theoretical and applied appeal, it has been highly underutilized in the conflict and negotiation literature. In this paper, we seek to illustrate the promise that MDS ofl'ers in the study of conflict and negotiation. We begin with a discussion of how MDS can be differentiated from other multivariate techniques, such as factor analysis. Next we provide a brief overview of multidimensional scaling techniques highlighting the various methods available for collecting proximity data and the computer analysis programs that can be used to analyze them. We further * Robin L. Pinkley is the Director of the American Airlines Center for Labor Relations and Conflict Resolution and Associate Professor of Strategy and Entrepreneurship at Southem Methodist University. She holds a Ph.D. in social psychology from the University of North Carolina at Chapel Hill. Her recent work focuses on sources of negotiator power, the use of strategic anchors and accounts, and implications of a "gain-gain" approach to profitable