Competing Consumers and the Valuation of Products

Evidence from three studies shows that competing against others for ownership of a product causes consumers to value that product more. We disentangle the key aspects of the experience of competition among consumers – effort, product scarcity, and social comparison – and examine the role of each in consumers’ construction of value.


Gerald Häubl, Christian Schmid, and Hua Lian (2012) ,"Competing Consumers and the Valuation of Products", 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: 830-833.


Gerald Häubl, University of Alberta, Canada
Christian Schmid, Alberta Health Services, Canada
Hua Lian, University of Alberta, Canada


NA - Advances in Consumer Research Volume 40 | 2012

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