Superordinate Vs. Subordinate Hierarchical Choice in Self-Bundling

A series of experiments showed that temporal distance increased superordinate/broader selection of multiple products in self-bundling. The effect of temporal distance on hierarchical selection criteria for subsequent choice was attenuated in the sequential choice condition when the core product choice was risky.


Jihye Park (2014) ,"Superordinate Vs. Subordinate Hierarchical Choice in Self-Bundling", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 79-79.


Jihye Park, Hankuk University of Foreign Studies, South Korea


LA - Latin American Advances in Consumer Research Volume 3 | 2014

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