When Low Bids Win: Non-Price Competition Among Buyers in Secondary Markets

Aaron R. Brough, Northwestern University, USA
Mathew S. Isaac, Northwestern University, USA
Although buyers generally compete for scarce goods on the basis of price, three studies show that in the context of used goods, seller pricing decisions are often influenced by how prospective buyers intend to use a product. We identify buyer usage intent as a source of non-monetary compensation.
[ to cite ]:
Aaron R. Brough and Mathew S. Isaac (2011) ,"When Low Bids Win: Non-Price Competition Among Buyers in Secondary Markets", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.