Heterogeneity of Deal Proneness: a Human Capital Approach

This study attempts to uncover the heterogeneity of deal proneness in relation to the cost of deal proneness that is determined by “human capital in shopping.” We contend that the possession of human capital determines the cost of deal proneness. Findings from depth interviews with twenty five participants include (1) the heterogeneous nature of deal-prone shopping—value-mining, price-mining, and encounters, (2) strategies of deal-prone consumers with a high level of shopping capital — creating shortcuts, prospective thinking, and engineering deals, and (3) the sources of deal gratification resulted from different goals of deal-prone behaviors.



Citation:

Yoo Jin Kwon and Kyoung-Nan Kwon (2011) ,"Heterogeneity of Deal Proneness: a Human Capital Approach", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 523.

Authors

Yoo Jin Kwon, Washington State University, USA
Kyoung-Nan Kwon, Ajou University, Republic of Korea



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Doing it the Hard Way: More Effortful Saving Leads to Less Investing

Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA

Read More

Featured

F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More

Featured

How Regional Diasporic Consumer Experiences Produce Transnational Imaginary

Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.