Prof. Gerald Häubl (University of Alberta)

Programm

• Datum: 16.06.10
  Zeit: 09:00 - 17:30
  Ort: Raum 211b, Ludwigstr. 28 (VG)

Institut für Electronic Commerce und Digitale Märkte / LMU CAMS Doktorandenkurs: Experiments in Marketing and E-Commerce

The seminar focuses on experiments in behavioral science as it applies to consumer behavior, marketing, and e-commerce. The primary topic areas covered are consumer search and choice behavior, the construction of valuations and preferences, consumer behavior in connection with (computer-based) decision assistance, and bidding behavior in auctions. The seminar will try to impart an appreciation of how experiments can help to capture different facets of consumer behavior. Prior knowledge of quantitative methods and statistics would be helpful, though not a pre-requisite. One of the best ways for doctoral candidates to understand a research area is to critically evaluate examples of research in that area. The approach provides a deeper understanding of specific issues, a better appreciation of the research process, and stronger training in research skills than the textbook approach. The seminar will consist primarily (though not exclusively) of a discussion of key articles on each topic.

Registration
If you are interested to participate in the seminar, please send an e-mail to pescher@bwl.lmu.de until June
14th 2010.

More information: PDF (31kB)

• Datum: 16.06.10
  Zeit: 16:00 - 17:30
  Ort: Raum 211b, Ludwigstr. 28 (VG)

LMU CAMS Seminar: Speed of Competitor Reaction and Bidders’ Product Valuations in Auctions

This paper examines how consumers’ dynamic competitive interaction with other bidders in open ascending auctions influences their valuations of auctioned products.  We focus on one key aspect of this interaction – the speed of competitor reaction.  Our core hypothesis is that having their bids reciprocated by other auction participants more quickly causes consumers to experience the auction to be more intensely competitive and that this, in turn, increases their valuation of the auctioned product.  The results of five experiments provide strong support for this hypothesis.  Moreover, they pinpoint the essential aspects of the mental mechanism that underlies the effect of the speed of competitor reaction on product valuations.  These findings show that the experienced intensity of the competitive interaction with other auction participants plays an important role in bidders’ construction of their product valuations, and they enhance our understanding of the psychology of competition among consumers in auctions.