Multicomponent Bundle Pricing: Partitioned Or Consolidated Presentation?

Marit Gundersen Engeset, Buskerud University College, Norway
Birger Opstad, Buskerud University College, Norway
When marketing multicomponent product bundles, managers can choose between consolidated or partitioned price presentation. This paper presents the results from two experiments showing that the size of the bundle moderates the effect of price presentation on evaluation. When consumers evaluate consolidated offerings, they expect lower prices than when they evaluate partitioned offerings. This effect is stronger for larger bundles. Given the same price level, the partitioned offering is evaluated more favorably than the consolidated offering when the bundle is large, but not when the bundle is small.
[ to cite ]:
Marit Gundersen Engeset and Birger Opstad (2011) ,"Multicomponent Bundle Pricing: Partitioned Or Consolidated Presentation?", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 717.