This research examines how individual differences and institutional practices influence consumer bidding in auctions. Bidders may be motivated by different goals, e.g., <i>thrill</i> (of winning the item, with minimal attention to what they pay for it) versus <i>prudence</i> (winning the item at a price at or...

With increasing numbers of consumers in auction marketplaces, we highlight some recent approaches that bring additional economic, social, and psychological factors to bear on existing economic theory to better understand and explain consumers' behavior in auctions. We also highlight specific...