Heterogeneity of deal proneness: Value-mining,price-mining,and encounters |
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| Authors: | Kyoung-Nan Kwon Yoo Jin Kwon |
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| Institution: | 1. Department of Home Economics, Korea National Open University, 169 Dongsoong-Dong Jongro-Gu, Seoul 110-791, Republic of Korea;2. College of Business Administration, Ajou University, San 5 Wonchun-Dong Youngton-Gu, Suwon 443-749, Republic of Korea;1. Department of Marketing and Supply Chain Management, The University of Memphis, Memphis, TN 38152, United States;2. Department of Marketing and Global Supply Chain Management, Wayne State University, 5201 Cass Avenue, Detroit 48202, United States;3. IBS Hyderabad, IFHE University, Survey No. 156/157, Dontanapalli Village, Shankarpalli Mandal, R.R. District 501 504, India;1. Ehrenberg-Bass Institute for Marketing Science, University of South Australia, GPO Box 2471, Adelaide 5001, Australia;2. U.S. Department of Agriculture, Economic Research Service FED/FM, 355 E. Street SW, Washington, DC 20024, USA;1. University of Portsmouth, Department of Marketing and Sales, Faculty of Business and Law, Portland Street, Portsmouth PO1 3DE, UK;2. Lancaster University, Department of Marketing, LUMS, Room D39, Charles Carter Building, Lancaster LA1 4YX, UK;1. School of Automation, Huazhong University of Science and Technology, Wuhan, Hubei 430074, PR China;2. National Key Lab of Science and Technology on Multi-spectral Information Processing, Huazhong University of Science and Technology, Wuhan, Hubei 430074, PR China |
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| Abstract: | This study uncovers the heterogeneity of deal proneness in relation to the cost of deal shopping (e.g., time and effort) and shopping capital (i.e., skills and expertise in shopping). The possession of shopping capital determines the cost of deal shopping and how consumers take advantage of deals. Findings of in-depth interviews include: (1) different types of deal shopping—value-mining, price-mining, and encounters, (2) strategies of deal-prone consumers with a high level of shopping capital—creating shortcuts, prospective thinking, and engineering deals, and (3) the sources of deal gratification that result from different goals of deal-prone behaviors. |
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