A computer-implemented method and system for negotiating the purchase of goods and/or services by customers utilizes a simulated human merchant having predefined behavioral attributes. An algorithm representing behavioral attributes of a simulated human merchant is used to receive customer input data relating to particular goods and/or services desired to be purchased. The customer input data is processed to generate merchant responses to the customer input data, and the sale of goods and/or services are agreed to at a particular price as a result of processing of customer replies to merchant responses according to the algorithm.