Author:
Adam Marc T. P.,Krämer Jan
Abstract
AbstractThe design of electronic auction platforms is an important field of electronic commerce research. It requires not only a profound understanding of the role of human cognition in human bidding behavior but also of the role of human affect. In this chapter, we focus specifically on the emotional aspects of human bidding behavior and the results of empirical studies that have employed neurophysiological measurements in this regard. By synthesizing the results of these studies, we are able to provide a coherent picture of the role of affective processes in human bidding behavior along four distinct theoretical pathways.
Publisher
Springer International Publishing
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