It's alright, it's just a bluff: Why do corporate codes reduce lying, but not bluffing?

Purchasing operates in an environment that frequently provides incentives for deception. Using self-concept maintenance theory and social learning theory, this article compares two distinct manifestations of deception in buyer–supplier negotiations: lying and bluffing. Scenario-based experiments provide evidence that corporate codes diminish severe manifestations of deception (lying) but not less severe ones (bluffing), and that bluffing is considered a negotiation skill. These findings reveal the boundary conditions of self-concept maintenance theory, which is applicable to lying but not to bluffing. Moreover, this article outlines an agenda for future research on deception in buyer–supplier relationships – an important but under-researched subject within our discipline.