Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Choosing options for products: the effects of mixed bundling on consumers’ inferences and choices

Choosing options for products: the effects of mixed bundling on consumers’ inferences and choices For product categories such as cars, computers, vacation packages, and new homes, consumers usually choose not only the product itself, but also various options for the product. Sellers decide how to present these options to consumers, and they often sell options both individually and in bundles (mixed bundling). In this research, we examine how mixed bundling affects consumers’ inferences about the options and choices among the options. We demonstrate that as long as the seller’s motives for bundling options are not perceived to be negative by consumers, options offered both individually and in bundles are perceived to be more important and are more likely to be chosen than options offered only individually. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Choosing options for products: the effects of mixed bundling on consumers’ inferences and choices

Download PDF
11 pages

Loading next page...
 
/lp/springer-journals/choosing-options-for-products-the-effects-of-mixed-bundling-on-PEwq10Bsi3

References (28)

Publisher
Springer Journals
Copyright
Copyright © 2007 by Academy of Marketing Science
Subject
Business and Management; Business and Management, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-007-0083-8
Publisher site
See Article on Publisher Site

Abstract

For product categories such as cars, computers, vacation packages, and new homes, consumers usually choose not only the product itself, but also various options for the product. Sellers decide how to present these options to consumers, and they often sell options both individually and in bundles (mixed bundling). In this research, we examine how mixed bundling affects consumers’ inferences about the options and choices among the options. We demonstrate that as long as the seller’s motives for bundling options are not perceived to be negative by consumers, options offered both individually and in bundles are perceived to be more important and are more likely to be chosen than options offered only individually.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Dec 21, 2007

There are no references for this article.