Negotiation can be considered a tool that assists parties to obtain an agreement based on their interests, but ultimately, what we do when we negotiate is to attempt to influence others to accept our way. Sometimes we succeed, sometimes we don't. Negotiation literature is full of tactics and strategies that describe ways of achieving this goal.
There are two kinds of influences: Positive and Negative.
For example, if we want to change our car we might consider selling the old one. We prospect the market and discover that an average price for the old one could be 350,000 Baht. If we advertise it at a price of 385,000 Baht, this is a positive way of influencing others. If we decide to advertise at 450,000 Baht this could be considered a negative way of influencing behavior (Radu Ionescu, 2011).