Title: Approach and avoidance motivations in online auctions

Authors: Eugene Sivadas, John Kim, Terence L. Holmes, Frank R. Kardes

Addresses: Milgard School of Business, University of Washington, Tacoma, Campus Box 358420, 1900 Commerce Street, Tacoma, WA 98402, USA. ' Department of Marketing, School of Business Administration, Oakland University, Rochester, MI 48309, USA. ' Department of Management, Marketing and Business Administration, College of Business and Public Affairs, Murray State University, P.O. Box 9, Murray, KY 42071, USA. ' Department of Marketing, College of Business Administration, University of Cincinnati, Cincinnati, OH 45221–0145, USA

Abstract: This study examines, in an experimental setting, influencers of consumer bidding behaviour. We suggest that potential bidders are faced with two conflicting goals, i.e., approach and avoidance motives, and these conflicting motives may influence online bidding behaviour. Responses of 130 (n = 130) subjects to a total of 1300 auctions (ten auctions per subject) indicate that starting bid and current bid amounts influenced the approach motive. Consequently, subjects gravitated towards items with low starting bid and low current bids. Furthermore, the results suggest that high priced items and negative sellers| reputation led to an avoidance motive, and subjects were less likely to bid on such items.

Keywords: online auctions; consumer decision making; bidding behaviour; approach motivations; avoidance motivations; internet marketing; internet advertising.

DOI: 10.1504/IJIMA.2006.012686

International Journal of Internet Marketing and Advertising, 2006 Vol.3 No.4, pp.318 - 334

Available online: 08 Mar 2007 *

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