Dynamic Bundling: an Alternative Pricing Approach

Wenjing Li , University of Kentucky, USA
David Hardesty , University of Kentucky, USA
Although the dynamic pricing strategy can increase profitability, it also arouses consumers’ unfairness perceptions. The current research demonstrates that bundling can be used in combination with a dynamic pricing strategy to create a new strategy, dynamic bundling, to reduce the likelihood of arousing consumers’ unfairness perceptions.
[ to cite ]:
Wenjing Li and David Hardesty (2015) ,"Dynamic Bundling: an Alternative Pricing Approach ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 796-796.