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Auktionen als Instrument zur Erhebung von Zahlungsbereitschaften

Author

Listed:
  • Bernd Skiera

    (Christian-Albrechts-Universität zu Kiel)

  • Inken Revenstorff

    (Christian-Albrechts-Universität zu Kiel)

Abstract

Summary In contrast to other approaches (e. g. conjoint analysis or contingent valuation), Vickrey-auctions have the nice property of providing an incentive compatible mechanism for the revelation of reservation prices. Despite this property, Vickrey-auctions are hardly used as an instrument to estimate reservation prices. Therefore, the aim of this paper is to illustrate the use and analyze the validity of Vickrey-auctions for the estimation of reservation prices. We present the design and examine the validity of the results of a study for the estimation of reservation prices for four different mobile cellular phone tariffs. Based on the encouraging results, we discuss limitations as well as further steps to improve the design of Vickrey-auctions and increase the widespread of Vickrey-auctions.

Suggested Citation

  • Bernd Skiera & Inken Revenstorff, 1999. "Auktionen als Instrument zur Erhebung von Zahlungsbereitschaften," Schmalenbach Journal of Business Research, Springer, vol. 51(3), pages 224-242, March.
    • Handle: RePEc:spr:sjobre:v:51:y:1999:i:3:d:10.1007_bf03371564
    DOI: 10.1007/BF03371564
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    References listed on IDEAS

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    1. Michael H. Rothkopf & Ronald M. Harstad, 1994. "Modeling Competitive Bidding: A Critical Essay," Management Science, INFORMS, vol. 40(3), pages 364-384, March.
    2. William Vickrey, 1961. "Counterspeculation, Auctions, And Competitive Sealed Tenders," Journal of Finance, American Finance Association, vol. 16(1), pages 8-37, March.
    3. Elizabeth Hoffman & Dale J. Menkhaus & Dipankar Chakravarti & Ray A. Field & Glen D. Whipple, 1993. "Using Laboratory Experimental Auctions in Marketing Research: A Case Study of New Packaging for Fresh Beef," Marketing Science, INFORMS, vol. 12(3), pages 318-338.
    4. Rothkopf, Michael H & Teisberg, Thomas J & Kahn, Edward P, 1990. "Why Are Vickrey Auctions Rare?," Journal of Political Economy, University of Chicago Press, vol. 98(1), pages 94-109, February.
    5. McAfee, R Preston & McMillan, John, 1987. "Auctions and Bidding," Journal of Economic Literature, American Economic Association, vol. 25(2), pages 699-738, June.
    6. Brown,Stephen J. & Sibley,David Sumner, 1986. "The Theory of Public Utility Pricing," Cambridge Books, Cambridge University Press, number 9780521314008.
    7. Wolfstetter, Elmar, 1996. "Auctions: An Introduction," Journal of Economic Surveys, Wiley Blackwell, vol. 10(4), pages 367-420, December.
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    Cited by:

    1. Batt, Verena & Holzer, Matthias & Farouq, Jasmin & Bruhn, Manfred, 2018. "Pay What You Want: Eine empirische Untersuchung zur Wirkung des Pricing-Instruments auf Nachfrager," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(2), pages 96-101.
    2. Hans H. Bauer & Ralf Mäder & Frank Huber, 2002. "Markenpersönlichkeit als Determinante von Markenloyalität," Schmalenbach Journal of Business Research, Springer, vol. 54(8), pages 687-709, December.
    3. Christian Schlereth & Bernd Skiera, 2009. "Schätzung von Zahlungsbereitschaftsintervallen mit der Choice-Based Conjoint-Analyse," Schmalenbach Journal of Business Research, Springer, vol. 61(8), pages 838-856, December.

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