Her work has been featured in national media in the Netherlands. In an article recently published in FD, Dudenhöffer’s PhD research is explained in more detail.

From communication to behavioural research

Dudenhöffer studied linguistics and language studies in Germany and completed a degree in communication sciences in the United States, with psychology as a minor. She previously worked in the advertising industry and at an adtech company, where she experienced first-hand, in agile teams, how subtle communication affects collaboration. These experiences formed the basis for her academic focus on negotiations and unconscious signals at the University of Amsterdam.

Negotiating means cooperating and competing

Business negotiations involve a dual motivation. You want to achieve results, but you also want to maintain a good relationship for the future. According to Dudenhöffer, it therefore makes little sense to focus solely on maximising short-term gains. Her research shows that the process is much broader than making proposals and concessions. Emotions, voice use and appearance all shape the interaction and influence how far parties are willing to go.

Emotions as a strategic signal

Negative emotions are not necessarily harmful. Anger can be effective, but it comes with risks. Disappointment often proves more effective. This emotion signals that an offer does not meet expectations, without directly attacking the other party. The message is clear and relational: there is room to work together towards a solution. One condition is crucial, however. Emotions must be genuine. If they appear staged, the effect quickly turns against you.

Voice and appearance make a difference

Tone of voice also plays a role. A lower voice is more often perceived as trustworthy. Subtle features such as slight hoarseness or variation in tone influence how someone is perceived, especially in telephone or online negotiations. In addition, Dudenhöffer’s field research shows that small differences in clothing can have an impact. These concern minimal adjustments within business attire, not striking or eye-catching choices.

The power of the first words

Finally, framing matters. How you introduce a topic sets the tone for what follows. An inviting formulation encourages cooperation, while an explanatory or patronising approach can trigger competition. By becoming aware of such signals, you can negotiate more effectively. Not by relying on a fixed trick, but by paying closer attention to what you say and what you project.