aspiration value

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Outcome to which you aspire that would serve your interests much better than your best alternative. Your aspiration value should aim high (much research has shown that negotiators with high aspirations on average do better), but also be supportable by arguments about why this value is reasonable. (Robert H. Mnookin, Scott R. Peppet and Andrew S. Tulumello, Beyond Winning [Belknap Press, 2004], 34)

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