Product Bundles and the Compositional Nature of Contextual Information

Dan Rice, University of Florida, USA
Alan Cooke, University of Florida, USA
How does context affect consumers’ reaction to product bundles? This research demonstrates that consumers are sensitive to distributional and compositional information in the contextual set. We show that the evaluations of particular product bundles depend upon how other products are combined into bundles, even when the set of contextual products is held constant. These context effects change how the target bundles are perceived, producing systematic reversals in bundle preference. We argue that these effects are due to effortful comparisons between bundles and find that increasing the difficulty of bundle comparisons moderates the process by which consumers use bundle context.
[ to cite ]:
Dan Rice and Alan Cooke (2009) ,"Product Bundles and the Compositional Nature of Contextual Information", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 779-780.