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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Cohesion or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts

Noah VanBergen, University of Cincinnati, USA

Read More

Featured

C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, USA

Read More

Featured

Decreasing Impatience with Bundled Donations

Sachin Banker, University of Utah, USA

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.