The Effects of Mixed Bundling on Consumers’ Inferences and Choices

Rebecca Hamilton, University of Maryland
Nevena Koukova, University of Maryland

 The Effects of Mixed Bundling on Consumers’ Inferences and Choices

Rebecca W. Hamilton, University of Maryland
Nevena T. Koukova, Lehigh University 

For product categories such as cars, computers, and vacation packages, consumers usually choose options for the product in addition to the product itself. In this research, we examine how the option presentation format – bundling options together and labeling the bundles – affects consumers’ inferences and choices among options. First, we demonstrate that options offered both individually and in bundles are perceived as more important and are more likely to be chosen than options offered only individually. Second, we show that the bundle label affects consumers’ choices by shaping their inferences about the perceived fit between the options and their needs.
[ to cite ]:
Rebecca Hamilton and Nevena Koukova (2006) ,"The Effects of Mixed Bundling on Consumers’ Inferences and Choices", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 564-564.