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.
|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|
|Number of pages||2|
|Publication status||Published - 2016|