Kim, Kacy K.; Gravier, Michael J.; Yoon, Sukki; Oh, Sangdo - In: European Journal of Marketing 53 (2019) 4, pp. 585-606
PurposeThe purpose of this paper is to contrast two lay theories of how consumers draw affective inferences about their online bidding experiences. The active-bidder theory (smart-bidder theory) predicts that after winning a bid, highly (minimally) participative bidders would be more satisfied...