Hot hands or Cold feet of e-Auction Consumers: Aspects of Affect, Construal, Risk and Temporality.

The paper explores affective, construal and risk aspects of consumer‟s judgments and deci-sions at the point of purchasing in e-auctions. Using an eBay example, the paper investigates applicability of psychological theory, revealing a nuanced view of consumer behavior. Obser-vations regarding concert ticket and car sales were utilized in exploring the phenomena. The observations indicated concert tickets to have a sharper raise in prize in comparison to the cars sold, as the auction got close to an ending. Furthermore, the research showed that automatic bidders won most of the auctions. The findings are discussed in terms of a proposed psycho-logical perspective. A Context of Online Auctions: Aspects of Reputation and Risk Internet auctions have become a major force in consumer markets. EBay alone account for more than 12.5 million auctions per day in the global marketplace (Peters and Bodkin 2006). The attraction of bidders to eBay and similar auction-based web-sites concerns the thrill of bidding, the draw of a wide variety of products and product categories and according to popu-lar press induces emotional buying tendencies and increases the incidence of impulse buying