January 20, 2026
Quartz recently published an article featuring Moshe Cohen, Master Lecturer of Management and Organizations, exploring why Americans are negotiating prices far less often, even for big-ticket items like cars and homes.
A new Indiana University study found that about 95% of U.S. adults avoid negotiating, a trend driven by growing “negotiation fatigue.” Many consumers don’t see haggling as worthwhile unless the savings are substantial, often requiring a 21%–36% discount to justify the effort. Fixed “no-haggle” pricing, limited negotiating authority among sales staff, economic uncertainty, and reduced comfort with direct interaction have further discouraged negotiation.
“Negotiations require optimism, or the belief that more favorable deals are possible if we push back rather than accept what we’re told,” Cohen notes. “When people feel hopeless or fear negative outcomes, they are less likely to try to negotiate for better opportunities.”
Experts say these skills can be rebuilt through preparation and practice, researching options, starting with smaller purchases, asking thoughtful questions, and being willing to walk away when a deal doesn’t feel right.
