When a negotiator focuses on his or her target point during negotiation. this increases the value of the outcome he or she ultimately receives. Consider two types of negotiators: Promotion-focused negotiators conceptualize goals as ideals and opportunities; conversely, prevention-focused negotiators conceptualize goals as obligations and necessities. Promotion-focused negotiators who focus on "ideals" rather than "oughts" do better in term of slicing the pie. Negotiators who focus on their accomplishments, hopes, and aspirations claim more resources than negotiators. The impact of promotion and prevention focus depends on the aggressiveness of the negotiator's economic aspirations: Prevention-focused negotiators who set goals in the upper and of the ZOPA are less likely to concede and outperform promotion-focused negotiators. Promotion and prevention affect subjective outcomes as well. Negotiators who focus on ideals do not feel as satisfied as negotiators who focus on their reservation point.