Abstract
This study investigates two formats of “self-selected price bundling” promotion which allows consumers to combine products from different price tiers to form a bundle. Five experiments demonstrate that consumers spend less in a promotion that triggers greater savings in order to maintain a high gain-loss ratio.
| Original language | English |
|---|---|
| Title of host publication | North American advances in consumer research |
| Editors | Page Moreau, Stefano Puntoni |
| Place of Publication | Duluth, Minnesota |
| Publisher | Association for Consumer Research |
| Pages | 530-531 |
| Number of pages | 2 |
| Volume | 44 |
| Publication status | Published - 2016 |
| Externally published | Yes |