 Consumer responses to variety in product bundles: The moderating role of evaluation modeXia Wang, Luping Sun and Hean Tat Keh International Journal of Research in Marketing, 2013, vol. 30, issue 4, 335-342 Abstract: This article examines the moderating effect of evaluation mode on consumer responses to variety in product bundles. Study 1 finds that consumer preference for the variety bundle (relative to the non-variety bundle) is higher in the joint evaluation mode than in the separate evaluation mode. Study 2 provides evidence that the increased preference for the variety bundle in joint evaluation is driven by the activation of concerns about satiation. Specifically, we find that both the quantity of items in and the category of the non-variety bundle influence consumer concern for satiation and the evaluation of the variety bundle. Study 3 further examines the proposed mechanism by manipulating the information associated with repetition and finds that associating repetition with loyalty (vs. satiation) eliminates the moderating effect of evaluation mode on the preference for variety. We discuss the findings and their implications for marketers. Keywords: Variety; Product bundles; Evaluation mode; Satiation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:30:y:2013:i:4:p:335-342 DOI: 10.1016/j.ijresmar.2013.03.005 Access Statistics for this article International Journal of Research in Marketing is currently edited by Roland Rust More articles in International Journal of Research in Marketing from Elsevier |
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