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Although there is clear evidence that particular words and phrases evoke emotional reactions, little research has explored these in the context of negotiations. In two studies, we identify words that trigger emotional responses in the other party in conflict‐laden negotiations and demonstrate how the perception of negotiators is affected by the use of those words. Words that elicit emotional responses are likely to increase the perception that the party using them is unfair but paradoxically increase the optimism of observers that the conflict will be successfully resolved. This effect is influenced by the gender of the observer.