I have heard a lot about negotiation. One thing I learnt now is its all an art of framing the narrative.

3 things to be mindful of:
The Carryover Effect
Pride and Overconfidence an Illustration from McCombs School of Business, The University of Texas at Austin
Managing Incidental Emotions When Closing the Deal in Negotiations

The article from Harvard Law School details it further

Ultimately the goal is to make a deal and get what you are aspiring for and starts with building that trust

Thanks to directed advertising and tracking a video stream ala TV Show Sienfeld