The Impact of Price Bundling on the Evaluation of Bundled Products: Does It Matter How You Frame It?

Anjulie Hähnchen () and Bernhard Baumgartner ()
Additional contact information
Anjulie Hähnchen: BSL Transportation Consultants
Bernhard Baumgartner: University of Osnabrueck

Schmalenbach Business Review, 2020, vol. 72, issue 1, No 2, 39-63

Abstract: Abstract Companies often sell their products in a price bundle at a discount. These discounts can be presented to consumers in various ways. Past studies have predominantly focused on the short-term effects of various price reduction frames within bundle offers. The primary purpose of this paper is to investigate the post-promotion effects of presenting a product within differently framed price bundles on consumers’ assessment of this product. A choice-based conjoint design is applied to investigate purchase probability and willingness to pay. The results of the study indicate, among other findings, that the evaluation of a product can deteriorate if this product is presented in a price bundle and that this effect depends on the framing of price discounts in the bundle.

Keywords: Price discount framing; Bundling; Conjoint; Post-promotion effect (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s41464-020-00082-2 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:schmbr:v:72:y:2020:i:1:d:10.1007_s41464-020-00082-2

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/41464

DOI: 10.1007/s41464-020-00082-2

Access Statistics for this article

Schmalenbach Business Review is currently edited by Alfred Wagenhofer

More articles in Schmalenbach Business Review from Springer, Schmalenbach-Gesellschaft
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().