This document discusses the value of identifying non-verbal communication and personality differences in business negotiation. It notes that non-verbal communication has been used since ancient times to bridge cultural and language differences. Non-verbal communication styles vary between individuals and personality types. Carl Jung's personality theory influenced the understanding of different negotiation styles and how honest communication can be built between negotiating parties. The document reviews bibliographical sources from the last decade on research relating to designing models to avoid clashes in personality and negotiation and clarify uncertain areas of human communication.

1. CONSTANTINOS VORIDIS
(Mphil/Phd in Social and Business Psychology)
UNIVERSITY OF WESTMINSTER
DEPARTMENT OF PSYCHOLOGY AND SOCIAL SCIENCES
SUBJECT: THE VALUE OF IDENTIFYING NON-VERBAL COMMUNICATION
AND PERSONALITY DIFFERENCES IN BUSINESS NEGOTIATION:
“What you are speaks so loudly that I cannot hear what you say”
Ralph Waldo Emerson (Steven A. Beebe, 2008)
“There are characteristic facial expressions that are observed to accompany anger,
fear, erotic excitement, and all the other passions,” wrote Aristotle (384-322 B. C.)
(Carol Wade, 2008).
Many historians, researchers and psychologists, still, insist that there is evidence of
people using gestures to communicate since ancient times - especially to bridge
cultural or language differences, and, even, make a negotiation. The first record of the
use of non-verbal language is found in Xenophon’s ‘The March Up Country’ in which
he describes unspoken gestures used to help the Greeks cross Asia Minor around 400
B.C (Steven A. Beebe, 2008).
Non – verbal communication varies from person to person, from personality type to
personality type because each man or woman has a different communication style or
repertoire in social dealings and negotiation acts. One way to explain negotiation is to

2. view interpersonal communication as the exchange of stories in the formal of
personal narratives (Ronald B. Adler, 2004). Carl Jung’s personality theory had a
vital impact on negotiation styles by helping relationships to be built and contributing
to the construction of honest and direct communication between the two negotiation
parties.
The English and Greek bibliographical sources were selected, mostly, to cover the last
decade of research and study, while recent and novelty theories were applied to new
areas of investigation in a way which could lead to ‘designing’ a new personality and
behavioural model for: a) the avoidance of harmful personality clashes during
negotiation and b) clarifying uncertain and dark areas of human communication
BIBLIOGRAPHICAL SOURCES
Adler, Ronald B., Rosenfeld, Lawrence B., & Proctor II, Russell F. (2004).
Interplay: The process of Interpersonal Communication. (9th
edition, p. 59). Oxford:
Oxford University Press, Inc.
Beebe, Steven A., Beebe, Susan J., & Redmond, Mark V. (2008). Interpersonal
Communication: Relating to others. (5th
edition, p. 199). Boston: Pearson Education,
Inc – Allyn and Bacon.
Wade, Carol, & Tavris, Carol. (2008). Psychology. (9th
edition, p. 408). New Jersey:
Pearson Education, Inc – Allyn and Bacon.
.