318 Int. J. Internet Marketing and Advertising, Vol. 3, No. 4, 2006 Approach and avoidance motivations in online auctions Eugene Sivadas* Milgard School of Business University of Washington, Tacoma Campus Box 358420, 1900 Commerce Street Tacoma, WA 98402, USA Fax: +1–253–692–4523 E-mail: Sivadas@u.washington.edu *Corresponding author John Kim Department of Marketing School of Business Administration Oakland University Rochester, MI 48309, USA Fax: +1–248–370–4275 E-mail: kim@oakland.edu Terence L. Holmes Department of Management, Marketing and Business Administration College of Business and Public Affairs Murray State University P.O. Box 9, Murray, KY 42071, USA Fax: + 1–270–809–3740 E-mail: Terry.Holmes@murraystate.edu Frank R. Kardes Department of Marketing College of Business Administration University of Cincinnati Cincinnati, OH 45221–0145, USA Fax: +1–513–556-0979 E-mail: Frank.kardes@uc.edu Abstract: This study examines, in an experimental setting, influencers of consumer bidding behaviour. We suggest that potential bidders are faced with two conflicting goals, i.e., approach and avoidance motives, and these conflicting motives may influence online bidding behaviour. Responses of 130 (n = 130) subjects to a total of 1300 auctions (ten auctions per subject) indicate that starting bid and current bid amounts influenced the approach motive. Copyright © 2006 Inderscience Enterprises Ltd.