The Relationship Between Framing Strategies and Intercultural Negotiation Outcome Among Working Professionals in Klang Valley

Krishnaveni Letchumanan, Vivian Lee

Abstract


This research paper examines the relationship between framing options and the outcomes of intercultural negotiations among working professionals in the Klang Valley, Malaysia. Based on the Framing Theory and the Cultural Dimensions developed by Hofstede, the study focuses on three forms of framing strategies, namely, gain-loss framing, issue framing and emotional-rational framing, in which gender serves as a moderating factor. The study followed a quantitative research design that relied on a self-administered questionnaire that was sent using the Microsoft Forms. The stratified sampling was used to provide proportional representation of gender and professional sectors, thus making 451 valid responses. The survey used four-point Likert scale, which ensured the content validity and reliability of the instruments. Data was analyzed using IBM SPSS Statistics and PROCESS Macro, and includes descriptive statistics, Pearson correlation, multiple linear regression and moderation analysis. The results show that the three framing strategies have great effect on the outcome of intercultural negotiation. Emotional-rational framing was the most significant predictor (0.845, p =.001) and it reflects the importance of the need to combine logic and emotion sensitivity in a negotiation situation. Moreover, gender was observed to have a significant moderation between framing strategies and negotiation outcomes (p < .05) with female workers being more responsive to such strategies than their male counterparts. Altogether, the research points to the relevance of emotional-based and cognitively-oriented communication strategies in increasing the effectiveness of negotiation in culturally diverse working settings.

 

Keywords: Framing strategies, intercultural negotiation, gender moderation, Klang Valley professionals, emotional-rational framing.

 

https://doi.org/10.17576/JKMJC-2026-4201-24


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References


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