Abstract : In this Chapter, a fuzzy cognitive negotiation strategy has been developed in order to improve the automated negotiation process with incomplete information. For this purpose, in the first part, a negotiation strategy based on time and personality aspects is developed. In this part, the personality characters conciliatory, neutral, and aggressive are integrated to play an important role in the outcome of the negotiation. The results demonstrate that more the conciliatory aspects are increased leads to an increased agreement point (price) and a decreased agreement time. In addition, more the aggressive aspects are increased leads to a decreased agreement point and an increased agreement time. In the second part, the fuzzy cognitive negotiation strategy implying time, personality aspects, and the fuzzy logic is suggested. In this part, a fuzzy decision-making reasoning is integrated to handle the imprecision, uncertainty, and incompleteness of the negotiation environment information. With regard to the negotiation strategy based on time, the suggested fuzzy cognitive negotiation strategy allows agents to improve the negotiation process, in terms of agent utilities, round number to reach an agreement, and percentage of agreements. More, experimental results illustrate the promising way of the suggested negotiation approach towards a human level automated negotiation.
