Effects of simultaneous auctions on willingness-to-pay in online auctions

Jesse C. Bockstedt, Kim Huat Goh, Sharon Ng

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations

Abstract

In this paper, the authors argue that auctions are not only affected by their information cues but also contrasting, peripheral information cues from adjacent auction listings. The authors examine the effects of time urgency and persuasion intent on the processing of this contrasting peripheral information. Using two controlled experiments and an empirical field study, the authors show that time urgency experienced by bidders in online auctions results in increased heuristic processing of contrasting information from adjacent auction listings. The authors also found that bidders will discount contrasting peripheral information if they perceive salient persuasion intents in advertising presented by the auctioneers. The resulting contrast effects ultimately lead to changes in willingness to pay. The following is an extended abstract. The full version of the paper can be obtained from any of the authors.

Original languageEnglish (US)
Title of host publicationICEC 2012 - 14th Annual International Conference on Electronic Commerce
Pages153-154
Number of pages2
DOIs
StatePublished - Sep 14 2012
Event14th Annual International Conference on Electronic Commerce, ICEC 2012 - Singapore, Singapore
Duration: Aug 7 2012Aug 8 2012

Publication series

NameACM International Conference Proceeding Series

Other

Other14th Annual International Conference on Electronic Commerce, ICEC 2012
CountrySingapore
CitySingapore
Period8/7/128/8/12

Keywords

  • contrast effects
  • electronic commerce
  • experimental research
  • online auctions
  • willingness to pay

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Computer Networks and Communications

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  • Cite this

    Bockstedt, J. C., Goh, K. H., & Ng, S. (2012). Effects of simultaneous auctions on willingness-to-pay in online auctions. In ICEC 2012 - 14th Annual International Conference on Electronic Commerce (pp. 153-154). (ACM International Conference Proceeding Series). https://doi.org/10.1145/2346536.2346564