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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.

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

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  • 发表日期：

    2025年

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  • Andressa A. Bonafé-Pontes,
  • Jorge M. Oliveira-Castro,
  • Gordon R. Foxall

摘要

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.