Maximizing willingness to bid within "Buy It Now" auctions

David M. Hardesty, Tracy A. Suter

Research output: Contribution to journalArticlepeer-review

6 Scopus citations


The present research investigates the impact of minimum starting bids and buy-it-now prices on both maximum willingness to bid and attitude toward the seller. Results from an experimental study suggest that higher minimum starting bids coupled with higher buy-it-now prices increase the maximum price that auction participants are willing to bid yet no negative impact on participants' attitude toward the seller is evidenced. These findings suggest that sellers in online auctions can receive tangible benefits (i.e., higher maximum prices that participants are willing to bid) without negative perceptual results (i.e., attitude toward the seller is not diminished) from setting the minimum starting bid higher and the buy-it-now price higher.

Original languageEnglish
Pages (from-to)554-558
Number of pages5
JournalJournal of Business Research
Issue number4
StatePublished - Apr 2013


  • Anchoring
  • Buy-it-now prices
  • Electronic commerce
  • Online auctions
  • Reference prices

ASJC Scopus subject areas

  • Marketing


Dive into the research topics of 'Maximizing willingness to bid within "Buy It Now" auctions'. Together they form a unique fingerprint.

Cite this