CANOGA PARK, CA - February 11, 2000 – You just won a rough week long online auction for the sweaty towel used by Britney Spears during the Super Bowl half time show. Tense excitement like that never shows its face online. Or does it? More and more people are turning to online auctions for the thrills that come with bidding, not just for items that interest them. Surpluzz.com, a flat fee auction site, with the expertise of Dr. Kimberly Young, a behavioral psychologist and expert on Internet activity, explains the phenomenon of online bidding, and discusses the beneficial aspects of  online auctions.  Which lets us pose the question again—why are online auctions so attractive?

According to Dr. Young, “consumers experience a general feeling of empowerment when using online auction sites.  Being able to purchase hard to find items in the comfort of one’s home is far more appealing for the average person that attending a high-profile auction, which can often be quite intimidating.”

Unlike going to Sotheby’s, auction sites like Surpluzz.com are about comfort and ease. Buyers are able to participate and bid in a safe, secure, comfortable environment without seeing their competitors.  This is the “luxury”, as Dr. Young discusses, of auction sites. A bidder does not feel discouraged or threatened by the fast-paced arena of a live auction site.

Another important element in the attraction of auction sites is winning.  A buyer does not just purchase an item in an auction, they win it-- against the bids of many competitors. Bidders can take pride in their dedication to a certain item when they finally discover that it has been won. In addition, the satisfaction that comes with getting a bargain price on a particular item is quite empowering for bidders. 

Dr. Young has also found that sellers are affected in a positive way as well.  Through the feedback section found on most auction sites, sellers can develop a sense of pride and self-worth.  Dr. Young has found that when sellers receive positive feedback, they tend to turn to the feedback page for positive recognition on a low self-esteem day.  Getting peer recognition for their ability to send the merchandise out fast and efficiently validates the seller’s worth, thus boosting their self-esteem. 

So back to the question at hand.  Why are millions of people attracted to online auctions like Surpluzz.com?  First is the quick and easy answer.  They are fun.  Secondly and more importantly, they are what Dr. Young calls “empowering”.  Through online auctions, a user has access to whatever they want, whenever they want it.  There is a comfort and ease associated with the hassle-free environment of using the Internet at your own home.  Both parties, buyers and sellers, are rewarded with a sense of self-pride through use of the online auction forum.

About Dr. Kimberly Young

Dr. Kimberly Young, “the world’s foremost Cyberpsychologist”, is internationally known as an expert researcher, author, and speaker on the impact of technology on human behavior.  Dr. Young, a licensed psychologist, is executive director of the Center for On-Line Addiction, and travels worldwide to conduct workshops on the treatment of cyber-related disorders.  Dr. Young has served as an expert testifying in state and federal courts, and before the Child Online Protection Act Congressional Commission.  She has published numerous articles about e-behavior and authored Caught in the Net, detailing the experience of Internet addiction recovery. Her work has been featured in hundreds of newsprint publications worldwide, including  The Wall Street Journal, USA Today, Forbes, The New York Times, Newsweek, and Time.  Dr. Young is a frequent media commentator for radio and TV programs including NPR, the BBC, CNBC News, Fox News, 20/20, and ABC’s World News Tonight. 

About Surpluzz.com