Emotional Bidders—An Analytical and Experimental Examination of Consumers' Behavior in a Priceline-Like Reverse Auction
在经济学分析中加入拍卖过程引发的情绪（如赢的兴奋和输的沮丧），通过实验检验这些情绪如何影响消费者的出价行为及动态变化。
E-commerce has proved to be fertile ground for new business models, which may be patented (for up to 20 years) and have potentially far-reaching impact on the e-commerce landscape. One such electronic market is the reverse-auction model popularized by Priceline.com. There is still uncertainty surrounding the survival of such new electronic markets currently available on the Internet. Understanding user behavior is necessary for better assessment of these sites' survival. This paper adds to economic analysis a formal representation of the emotions evoked by the auction process, specifically, the excitement of winning if a bid is accepted, and the frustration of losing if it is not. We generate and empirically test a number of insights related to (1) the impact of expected excitement at winning, and frustration at losing, on bids across consumers and biddings scenarios; and (2) the dynamic nature of the bidding behavior—that is, how winning and losing in previous bids influence their future bidding behavior.