Do you know that there's a way to comparison shop for books and CD's on eBay?  Do you know that a lot of the CD's and books that you thought were unavailable, unique, or rare are only eight keystrokes away?  Do you know that you can have those books and CD's RIGHT NOW?

Suppose you've just found the PERFECT book or CD on eBay- you know, the one you loaned to your best friend and can't seem to get back- but you're frustrated because the seller has obviously set his shipping price high enough to cover the cost of the item.  Your situation is complicated by the fact that there is only one such item on eBay and you're afraid if you don't bid RIGHT NOW you'll never see another one like it or, at least, not for a VERY long time.

THE PSYCHOLOGY OF AUCTION BIDDING

Part of the appeal of the online auction is competition.  It's very much like a live auction.  If you've ever been to a live auction, you know how people can get into a frenzy bidding on an item, driving the price far beyond its legitimate value.  This happens, in part, because the auctioneer creates the impression that the item is unique or rare, and may soon be unavailable.  As an eBay seller, I count on bidders thinking just that.  But as a buyer, I am cautious.

My wife LOVES handbags.  I'm fairly certain she would walk across glowing coals on a hot summer day for a Coach purse.  If we go to a live auction and she catches a whiff of leather, I know there's going to be trouble!  The first thing she always does is salivate over the merchandise.  Next, she tells me how much I'm willing to pay for it.  Then I get the duct tape and immobilize her arms, securing her mouth in the process.

The same method can be applied to online auctions...without the duct tape, of course!

HOW YOU CAN AVOID GETTING CAUGHT UP IN A BIDDING FRENZY AND STILL GET WHAT YOU WANT

Before buying any CD or book on eBay- no matter how much you want it- ALWAYS decide how much you are willing to pay for the item; including shipping.  If you think the shipping price is excessive, contact the seller and ask what type of shipping he is using.  If, for instance, he is using USPS Priority Mail, suggest First Class for CD's or Media Mail for books.  You'd be surprised how many sellers will adjust their shipping, if you ask.

Once you have decided the maximum amount you are willing to pay for the item, you may feel discouraged.  You just KNOW that the one or two dollars you have left over for bidding won't be enough to win the auction.  But all is not lost.  You still have another avenue available and quite often you'll find the same seller doing business there as well; eBay feedback score and all.

TWO REASONS half.com IS YOUR FRIEND

First, the shipping charge and item price are fixed.  The frustration so many buyers experience over inflated shipping charges is a non-issue.  More often than not, if half.com has the book or CD you're looking for, they probably have more than one from which to choose and the price and condition are clearly displayed.

Second, if you're the type of person who is determined to purchase a particular item RIGHT NOW, you have a definite price with which to compare when bidding and, because you've already seen the item, you know that you can stop bidding and still buy the book or CD you want.

By all means, check eBay first.  But don't forget to take advantage of your www.half.com resource.  And remember, when the moment of bidding comes, unlike those poor antique buyers at live auctions who carry around heavy price guides filled with pictures, you are guaranteed to purchase your item every time...and you won't even need the duct tape!