When Payless Meets Prada: Subtractive Judgments in Evaluating Product Bundles

Aaron R. Brough, Northwestern University, USA
Alexander Chernev, Northwestern University, USA
Conventional wisdom predicts that adding an attractive option will increase an offering’s value. In contrast, we show that adding an item from a different price tier can decrease an offering’s perceived value, such that consumers are willing to pay less for the combination than for one of its components.
[ to cite ]:
Aaron R. Brough and Alexander Chernev (2011) ,"When Payless Meets Prada: Subtractive Judgments in Evaluating Product Bundles", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.