Competing Consumers and the Valuation of Products

Gerald Häubl, University of Alberta, Canada
Christian Schmid, Alberta Health Services, Canada
Hua Lian, University of Alberta, Canada
Evidence from three studies shows that competing against others for ownership of a product causes consumers to value that product more. We disentangle the key aspects of the experience of competition among consumers – effort, product scarcity, and social comparison – and examine the role of each in consumers’ construction of value.
[ to cite ]:
Gerald Häubl, Christian Schmid, and Hua Lian (2012) ,"Competing Consumers and the Valuation of Products", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 830-833.