Paying more to save less

the effect of self-selected price bundling on willingness to pay

Yi Li, Tatiana Sokolova

Research output: Chapter in Book/Report/Conference proceedingConference abstract

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 languageEnglish
Title of host publicationNorth American advances in consumer research
EditorsPage Moreau, Stefano Puntoni
Place of PublicationDuluth, Minnesota
PublisherAssociation for Consumer Research
Pages530-531
Number of pages2
Volume44
Publication statusPublished - 2016
Externally publishedYes

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