Shopping + Gambling = Shambling: the Online Context of Penny Auctions

Michael Giebelhausen, Cornell University, USA
Stacey Robinson, East Carolina University, USA
June Cotte, University of Western Ontario, Canada
Consumer researchers have yet to explore penny auctions, which has been likened to a combination of bingo, online shopping and slot machine addiction. While penny auctions have been equated to discount shopping, they have been criticized as an addictive form of gambling. We explore the phenomenon using netnography and ZMET interviews.
[ to cite ]:
Michael Giebelhausen, Stacey Robinson, and June Cotte (2011) ,"Shopping + Gambling = Shambling: the Online Context of Penny Auctions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 174-175.