Voicu Bogdan Alexandru

Marketing gr.304

Facultatea de Administratie si Afaceri

Universitatea Bucuresti
Recenzie Marketingul Serviciilor

International Journal of Research in Marketing Volume 31, Issue 4, Pages 339-460 (December
2014)
A comparison of different pay-per-bid auction formatsOriginal Research Article Pages 368-379
Pay-per-bid auctions are a popular new type of Internet auction that is unique because a fee is charged for each bid that is
placed. This paper uses a theoretical model and three large empirical data sets with 44,614 ascending and 1,460 descending
pay-per-bid auctions to compare the economic effects of different pay-per-bid auction formats, such as different price
increments and ascending versus descending auctions. The theoretical model suggests revenue equivalence between different
price increments and descending and ascending auctions. The empirical results, however, refute the theoretical predictions:
ascending auctions with smaller price increments yield, on average, higher revenues per auction than ascending auctions with
higher price increments, but their revenues vary much more strongly. On average, ascending auctions yield higher revenues
per auction than descending auctions, but results differ strongly across product categories. Additionally, revenues per
ascending auction also vary much more strongly.
Keywords

Pay-per-bid auction;
Bidding fees;
Online marketing;
Electronic commerce;
Pricing;
Auction
Predicting consumer behavior with two emotion appraisal dimensions: Emotion valence and agency in gift
givingOriginal Research Article Pages 380-394

Decades of emotion research have demonstrated the unique influences of many specific emotions on consumer behaviors.
These countless numbers of emotion effects can make it difficult to understand the role of emotions in consumer behavior.
The current research introduces a parsimonious framework that can predict the effects of emotions on the consumer behavior
of gift giving with just two appraisal dimensions: valence and agency. A series of studies examining gift giving reveals that
positive emotions exert positive effects on gift giving, independent of their agency. In contrast, agency does predict the
effects of negative emotions on gift giving. Negative self-caused emotions increase gift giving, whereas negative othercaused emotions decrease gift giving. These findings seem to hold for inactive and active emotions, and for uncertain and
certain emotions. Together, these findings make a unique theoretical and empirical contribution to the understanding of
emotions in gift giving. Moreover, it provides a pragmatic framework for both academics and practitioners.
Keywords

Gift giving;

Emotions;

Appraisals;

Consumer behavior

Voicu Bogdan Alexandru

Marketing gr.304

Facultatea de Administratie si Afaceri

Universitatea Bucuresti

Consumer participation in the design and realization stages of production: How self-production shapes consumer
evaluations and relationships to productsOriginal Research Article Pages 395-408
Psychological responses of consumers to specific stages of self-production activities are investigated in four studies. Findings
reveal that consumer participation in the realization stage (physical production) enhances affective commitment to the
product. However, physical production without opportunity to express choice or creativity during the production process does
not change the symbolic meaning of the product (how self-expressive it is) and, therefore, does not result in identification
with the product. Participation during the design stage (input-specification) enhances identification, leading to affective
commitment, which in turn enhances evaluation of the self-made product. Finally, engaging consumers in both the realization
and design stages of the production process does not create value for consumers over and above the main effects created by a
high level of participation in either stage.
Keywords

Self-production;

Do-it-yourself products;

Co-creation;

Self-design;

Physical production;

Personobject relationship

Voicu Bogdan Alexandru

Marketing gr.304

Facultatea de Administratie si Afaceri

Universitatea Bucuresti

A comparison of different pay-per-bid auction formatsOriginal Research Article Pages 368-379

Predicting consumer behavior with two emotion appraisal dimensions: Emotion valence and agency in gift
givingOriginal Research Article Pages 380-394
Consumer participation in the design and realization stages of production: How self-production shapes consumer
evaluations and relationships to productsOriginal Research Article Pages 395-408