AN ANALYSIS OF THE FREE-RIDING EFFECT, IN AN ENVIRONMENT OF SHOPPING CENTRE, IN SALES PROMOTIONAL SEASON
DOI:
https://doi.org/10.16930/2237-7662/rccc.v17n52.2670Keywords:
Theory of Regulation, Free-riders, Shopping Center.Abstract
The general aim of this paper is to analyze whether the free-riding tendency happens in an environment of a shopping center, on Christmas season, in sales promotional campaign. The free-riding is defined as an effect of actuation where “a member of a group obtains benefits from group membership, but does not bear a proportional share of the costs of providing the benefits” (Albanese & Van Fleet, 1985, p. 244). This effect is seen under the perspective of The Theory of Economic Regulation, according to which the regulation is instituted primarily for the protection and benefit of the general public or some large subclass of the public (Stigler, 1971). To measure the free-riding, it was used a proxy of benefits enjoyed by agents who don’t (proportionally) contributed with the intervention, as well as the application of questionnaires by interviews with store/kiosk managers in shopping centers. From the results obtained, it was possible to find out evidences for the use of regulation benefits by non-participants stores/kiosks. Therefore, it can be concluded that the free-riding in fact happens in an environment of a shopping center, on Christmas season, in sales promotional campaign.References
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