The Double-Edged Sword of Online Collective Deal Creation

We demonstrate how consumers use technology to aggregate marketing promotions and collaboratively construct deals in an online collective. We show how participation in the deal collective shapes consumers shopping practices. Interestingly, we show how the collective governs responsible use of the aggregate collective resources.


Hope Schau and Colin Campbell (2019) ,"The Double-Edged Sword of Online Collective Deal Creation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 249-253.


Hope Schau, University of Arizona, USA
Colin Campbell, University of San Diego, USA


NA - Advances in Consumer Research Volume 47 | 2019

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