Thinking or Feeling the Risk in Online Auctions: The Effects of Priming Auction Outcomes and the Dual System on Risk Perception and Amount Bid

Yael Steinhart; Michael A. Kamins; David Mazursky; Avraham Noy

doi:10.1016/j.intmar.2012.09.001

Thinking or Feeling the Risk in Online Auctions: The Effects of Priming Auction Outcomes and the Dual System on Risk Perception and Amount Bid

Yael Steinhart, Michael A. Kamins, David Mazursky, Avraham Noy

University of Haifa, The Hebrew University of Jerusalem

Research output: Contribution to journal › Article › peer-review

Abstract

The present research sheds new light on the antecedents and outcomes of bidders' perceived risk. It examines the role of the two-system model in the context of activating the potential to either win or lose an online auction. This study demonstrates that when a bidder's affective system is primed, concern about losing the item is greater and ultimately the bid amount is higher when the bidder expects to lose rather than win. Conversely, when the cognitive system is primed, the anticipated goals of winning the auction - rather than the fear of losing - drive the bidder's actions. In the latter case, the bidder pays a higher amount if the expectancy of winning is primed, as opposed to the expectancy of losing. A field study on eBay and two lab studies confirm this phenomenon.

Original language	English
Pages (from-to)	47-61
Number of pages	15
Journal	Journal of Interactive Marketing
Volume	27
Issue number	1
DOIs	https://doi.org/10.1016/j.intmar.2012.09.001
State	Published - Feb 2013

Keywords

Online auctions
Perceived risk of losing
Two-system model

All Science Journal Classification (ASJC) codes

Business and International Management
Marketing

Access to Document

10.1016/j.intmar.2012.09.001

Cite this

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title = "Thinking or Feeling the Risk in Online Auctions: The Effects of Priming Auction Outcomes and the Dual System on Risk Perception and Amount Bid",

abstract = "The present research sheds new light on the antecedents and outcomes of bidders' perceived risk. It examines the role of the two-system model in the context of activating the potential to either win or lose an online auction. This study demonstrates that when a bidder's affective system is primed, concern about losing the item is greater and ultimately the bid amount is higher when the bidder expects to lose rather than win. Conversely, when the cognitive system is primed, the anticipated goals of winning the auction - rather than the fear of losing - drive the bidder's actions. In the latter case, the bidder pays a higher amount if the expectancy of winning is primed, as opposed to the expectancy of losing. A field study on eBay and two lab studies confirm this phenomenon.",

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AU - Mazursky, David

AU - Noy, Avraham

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AB - The present research sheds new light on the antecedents and outcomes of bidders' perceived risk. It examines the role of the two-system model in the context of activating the potential to either win or lose an online auction. This study demonstrates that when a bidder's affective system is primed, concern about losing the item is greater and ultimately the bid amount is higher when the bidder expects to lose rather than win. Conversely, when the cognitive system is primed, the anticipated goals of winning the auction - rather than the fear of losing - drive the bidder's actions. In the latter case, the bidder pays a higher amount if the expectancy of winning is primed, as opposed to the expectancy of losing. A field study on eBay and two lab studies confirm this phenomenon.

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M3 - مقالة

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Thinking or Feeling the Risk in Online Auctions: The Effects of Priming Auction Outcomes and the Dual System on Risk Perception and Amount Bid

Abstract

Keywords

All Science Journal Classification (ASJC) codes

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