Protections Against Agent Opportunism: Customer Assumptions and Marketplace Realities

Why customers participate in marketplaces where they aren't protected from opportunism by the standard agency safeguards? Using ethnography/interviews with clients/guides on Everest, we show that clients are willing to accept an exchange agreement that doesn’t provide them with the protections predicted by agency theory. We discuss implications for conventional contexts.


Gulnur Tumbat and Kent Grayson (2013) ,"Protections Against Agent Opportunism: Customer Assumptions and Marketplace Realities", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Gulnur Tumbat, San Francisco State University, USA
Kent Grayson, Northwestern University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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