Problem
Buying that Special Something Online
Happy Meals collectibles may tap into adults ' nostalgia for childhood visits to McDonald 's . Postcards offer an opportunity to own a tiny piece of the past or a memento of a place that has personal meaning , such as the consumer 's hometown or honeymoon destination . And possessing gum chewed by Britney gives the purchaser a small but direct connection to a well - known celebrity . According to eBay 's research , consumers who unintentionally build a collection do so , in part , because they get pleasure from using these special items in daily life . Consumers who consider themselves collectors tend to buy more frequently and spend more money to expand their collections than others do . Some seek out specific items that have meaning because of family traditions , whereas others acquire items that represent their interests or aspirations . Even occasional collectors mob the eBay site when particular items are up for bid , as when 60,000 people visited during a weeklong auction of Walt Disney memorabilia to benefit a children 's charity . For $ 37,500 , one consumer won the right to have his name and a funny saying etched on a mock tombstone featured in Disneyland 's Haunted Mansion attraction . A Disney spokesperson observed that the company has been part of the childhood experience for many people and " here was a chance to be part of that on a very big scale . "
a) What are the factors or influences that draw consumers to items that are eclectic or rare on a site that they must bid to win the item? Make sure to incorporate topics from this class into your response (ie: motivation, opportunity, ability, memory, attitudes, decision-making, social influence, customer diversity, social class, psychographics...) Remember, the final exam should show mastery and understanding of course concepts.
b) What ethical issues may be associated with sites in which buyers compete to own an item? What effect does competition have, and are sites like this considered to be ethical and/or socially responsible? Why or why not?