Price Framing and Choice Order Effects in Bundle Customization Decision

Auteur(s)

Johannes C. Bauer

Accéder

Beschreibung

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.

Sujets

Gestion d'entreprise > Vente et distribution

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Datum

2015