Price Framing and Choice Order Effects in Bundle Customization Decision
Advances in Consumer Research
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.
contribution to scientific community
NA - Advances in Consumer Research
Association for Consumer Research
Annual Conference of the Association for Consumer Research (ACR) 2015