Understanding Design Elements in Bundles

Deny Belisle, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
In this paper, the impact of pricing strategy and pictorial presentation on bundle value is examined across contingency levels. Specifically, the impact of applying the price reduction to the total price of the bundle (mixed-joint strategy) versus applying the price reduction to one of the bundled products (mixed-leader strategy) on bundle evaluation is compared for bundles of complements, substitutes, and independent products (study 1). We also examine how presenting bundled products in the same versus separate images influences bundle value (study 2). Theoretical and managerial implications are also discussed.
[ to cite ]:
Deny Belisle and H. Onur Bodur (2011) ,"Understanding Design Elements in Bundles", 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: 848-849.