Inter-Consumer Competition: When Consumers Compete in the Marketplace For Products, Services and Prizes

Derick Davis, Virginia Tech, USA
Kim Weaver, Virginia Tech, USA
Consumers must compete among themselves for a variety of goods, services, discounts and prizes available in the marketplace. The current studies investigate how the number of competitors affects consumers’ willingness to participate in consumer contests.
[ to cite ]:
Derick Davis and Kim Weaver (2012) ,"Inter-Consumer Competition: When Consumers Compete in the Marketplace For Products, Services and Prizes", 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: 1070-1071.