Price Framing and Choice Order Effects in Bundle Customization Decisions

Johannes Christian Bauer, University of St. Gallen, Switzerland
Tim Michael Böttger, University of St. Gallen, Switzerland
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.
[ to cite ]:
Johannes Christian Bauer and Tim Michael Böttger (2015) ,"Price Framing and Choice Order Effects in Bundle Customization Decisions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 776-776.