Price Framing and Choice Order Effects in Bundle Customization Decision
Journal
Advances in Consumer Research
ISSN
0098-9258
Type
conference paper
Date Issued
2015-10-02
Author(s)
Abstract
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.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
NA - Advances in Consumer Research
Publisher
Association for Consumer Research
Publisher place
Duluth, MN
Volume
Volume 43
Event Title
Annual Conference of the Association for Consumer Research (ACR) 2015
Event Location
New Orleans
Event Date
01.-04.10.2015
Official URL
URL
Subject(s)
Division(s)
Eprints ID
245048