This research shows in a series of studies that exposing consumers to functional products evokes the naive theory of popularity, whereas exposing them to self‐expressive products induces belief in the naive theory of exclusivity. The research further demonstrates that when the naive theory elicited by product type is matched by the appropriate contextual purchasing cues regarding the interest of others, it results in greater purchase intentions than when those cues are mismatched. The research specifies that the matching effect for functional products is mediated by consumers' perceptions of product quality, whereas mediation for self‐expressive products occurs through consumers' self‐perceptions regarding the extent to which the product conveys uniqueness. Finally, the research illustrates that an explicit signal of product quality (e.g., a favorable rating in Consumer Reports) attenuates the effect associated with the contextual cues regarding the interest of others.

The present research sheds new light on the antecedents and outcomes of bidders’ perceived risk. It examines the role of the two-system model in the context of activating the potential to either win or lose an online auction. This study demonstrates that when a bidder's affective system is primed, concern about losing the item is greater and ultimately the bid amount is higher when the bidder expects to lose rather than win. Conversely, when the cognitive system is primed, the anticipated goals of winning the auction – rather than the fear of losing – drive the bidder's actions. In the latter case, the bidder pays a higher amount if the expectancy of winning is primed, as opposed to the expectancy of losing. A field study on eBay and two lab studies confirm this phenomenon.

Background. Internet auctions are popular mechanisms to conduct electronicbusiness transactions. Because they have received a significant attention, auction simulations have spread to a variety of domains.Aim. The aim of this article is to examine participation in an educational Internet auction simulation and analyze participants' behavior and attitude.Method. Forty-eight students participated in two auction simulation sessions. Data were collected during the exercise, and questionnaire results were analyzed.Results. Findings reveal a long-tail distribution of participation among users. Participants use the simulation mostly in latter phases. Participants' performance was affected by the intensiveness of participation.Conclusion. Long-duration simulations with voluntary participation provide benefits to enthusiastic participants and may suffer from procrastination tendency.

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