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The subject of this book is the bargaining and contracting behavior of individual business parties. Two fundamental principles of human behavior appear to be relevant in bargaining and contracting behavior, viz., individuals pursue private gains and conform to social norms. Gain-seeking has been considered the sole driving force in much, if not all, modeling of individual bargaining and contracting behavior. Nevertheless, the relevance of the normative effects on bargaining and contracting has for a number of reasons become more important.
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