Dynamic Bundling: an Alternative Pricing Approach
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.
Wenjing Li and David Hardesty (2015) ,"Dynamic Bundling: an Alternative Pricing Approach ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 796-796.
Wenjing Li , University of Kentucky, USA
David Hardesty , University of Kentucky, USA
NA - Advances in Consumer Research Volume 43 | 2015
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