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.


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.


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


E - European Advances in Consumer Research Volume 9 | 2011

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