In addition to the resistance point, negotiators also need to set a target or aspiration point, the best deal they can possibly get. Research has consistently shown that negotiators’ aspiration points are positively associated with their negotiation outcomes (Zetik and Stuhlmacher,2002) Based on the goal-setting theory (Locke, 1968), goals promote performance when they are difficult but feasible. An outrageously high opening price may give the impression to the counterpart that the negotiator is not serious about the negotiation; as a result, they may just walk away. On the other hand, if an opening bid is too conservative and gets accepted right away, negotiators may suffer what is called the winner’s curse (i.e., the tendency to settle quickly on an item and then subsequently feel discomfort about a with that comes too easily; Neale and Bazerman, 1991). Although BATNAs do not help determine aspiration points directly, having a strong BATNA allows negotiators to set higher aspiration points and be more persistent in the bargaining process.