The Impact of Price Bundling on the Evaluation of Bundled Products: Does It Matter How You Frame It?

Autor(en): Haehnchen, Anjulie
Baumgartner, Bernhard 
Stichwörter: Bundling; Business; Business & Economics; CHOICE; Conjoint; CONSUMER EVALUATIONS; DISCOUNT; EXPECTATIONS; HETEROGENEITY; LONG-TERM IMPACT; Management; PERCEPTIONS; Post-promotion effect; Price discount framing; PROMOTIONS; PURCHASE; WILLINGNESS-TO-PAY
Erscheinungsdatum: 2020
Herausgeber: SPRINGER HEIDELBERG
Journal: SCHMALENBACH BUSINESS REVIEW
Volumen: 72
Ausgabe: 1
Startseite: 39
Seitenende: 63
Zusammenfassung: 
Companies often sell their products in a price bundle at a discount. These discounts can be presented to consumers in various ways.Past studies have predominantly focused on the short-term effects of various price reduction frames within bundle offers. The primary purpose of this paper is to investigate the post-promotion effects of presenting a product within differently framed price bundles on consumers' assessment of this product.A choice-based conjoint design is applied to investigate purchase probability and willingness to pay. The results of the study indicate, among other findings, that the evaluation of a product can deteriorate if this product is presented in a price bundle and that this effect depends on the framing of price discounts in the bundle.
ISSN: 14392917
DOI: 10.1007/s41464-020-00082-2

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