a holistic, complex view of the opposite party, which is formed in the mind of the negotiator before and in the process of communication. This is not just a set of facts, but a complex system of assessments, expectations, emotions and stereotypes that determines the strategy and tactics of behavior in negotiations. A successful negotiator is constantly working to ensure that his image as a negotiating partner is as complete and objective as possible, testing his hypotheses through questions and active listening, and adjusting it as new information comes in.