Reasonand emotion are not antagonists. What seems like a struggle between twoopposing ideas or values, one of which, automatic and unconscious, manifestsitself in the form of a feeling.
Duringa negotiation, it would be wise not to take anything personally. If you leavepersonalities out of it, you will be able to see opportunities moreobjectively.
We cannot always control our thoughts, but we can control our words, and repetitionimpresses the subconscious, and we are then master of the situation.