The Hungry Ghost Dinner and Auction: Real-World Auction, Other-World Meanings

Siok Kuan Tambyah, National University of Singapore, Singapore
This paper provides insights into how social and cultural goals influence the bidding behavior in a real-world auction, the Hungry Ghost Dinner and Auction. Using interview and fieldwork data from a diversity of auction sites, I examine the psychology of bidding where participants derive something more significant from the sale other than the price, namely the social recognition from being a part of the real-world community and the satisfaction from performing the duty of compassion for the other-world community of hungry ghosts.
[ to cite ]:
Siok Kuan Tambyah (2008) ,"The Hungry Ghost Dinner and Auction: Real-World Auction, Other-World Meanings", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 709-710.