Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions  

Oleh:

Tellis, Gerard J. ; Spann, Martin

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 70 no. 1 (Jan. 2006), page 65-78.
Topik: ADVERTISING; INTERNET ADVERTISING; periklanan di internet

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.9 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The Internet has enabled consumers to make more informed decisions more conveniently with apparently more efficient price-clearing mechanisms than was available before its advent. One such mechanism is the name-yourown- price auction. The authors study the extent to which decisions made in such an auction are rational in relation to an economic model. The results from two independent markets show that a large number of consumers do not exhibit rational decision making.

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