When Individuals Behave as Marketing Firms: Probability Discounting and Reputation in Peer-to-Peer Markets

Andressa A. Bonafé-Pontes, Jorge M. Oliveira-Castro and Gordon R. Foxall ()
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Andressa A. Bonafé-Pontes: Institute of Psychology, University of Brasilia
Jorge M. Oliveira-Castro: Institute of Psychology, University of Brasilia
Gordon R. Foxall: Cardiff University

Chapter 9 in The Marketing Firm, Volume I, 2025, pp 295-309 from Springer

Abstract: Abstract Reputation systems in peer-to-peer markets can shed light on how individuals who operate in such markets manage both the consumer behaviour setting scope and reinforcers, thus behaving similarly to marketing firms. Based upon probability discounting framework, this chapter investigated the influence of reputation on subjective values and willingness to pay. Renting prices of 386 properties listed on Airbnb in two cities in Brazil were analysed. Results indicated that reputation alone does not generate significant differences in average prices per guest, although it has an indirect effect that enhances the influence of other variables on prices, particularly the number of amenities.

Keywords: Marketing firm; Peer-to-peer markets; Probability discounting; Consumer behaviour analysis; Reputation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-91595-6_9

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DOI: 10.1007/978-3-031-91595-6_9

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