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Price Framing and Choice Order Effects in Bundle Customization Decisions

2016-02-26 , Bauer, Johannes C. , Böttger, Tim

This research demonstrates that consumers’ satisfaction with a customizable bundle depends on (1) whether the choice options for the bundle components are presented simultaneously or sequentially and (2) whether (or not) detailed segregated prices for all choice options are provided in addition to the total price of the bundle configuration.