Article ID: | iaor20108779 |
Volume: | 29 |
Issue: | 6 |
Start Page Number: | 998 |
End Page Number: | 1000 |
Publication Date: | Nov 2010 |
Journal: | Marketing Science |
Authors: | Zeithammer Robert, Adams Christopher |
Keywords: | internet, bidding |
This paper presents the authors' rejoinder to Zeithammer and Adams (2010). This rejoinder clarifies and qualifies conclusions of the original paper and makes suggestions for fruitful areas of future research. In particular, the original paper shows that bidding style can make a big difference in managerial decisions, but a structural model would be necessary to make confident predictions under different reserve prices. The rejoinder also clarifies the interpretation of feedback as a measure of bidder experience, and the relationship between bidder experience and bidding style.