Paying More to Save Less: the Effect of Self-Selected Price Bundling on Willingness to Pay

This study investigates two formats of “self-selected price bundling” promotion which allows consumers to combine products from different price tiers to form a bundle. Five experiments demonstrate that consumers spend less in a promotion that triggers greater savings in order to maintain a high gain-loss ratio.


Yi Li and Tatiana Sokolova (2016) ,"Paying More to Save Less: the Effect of Self-Selected Price Bundling on Willingness to Pay", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 530-531.


Yi Li, IESEG School of Management, France
Tatiana Sokolova, University of Michigan, USA


NA - Advances in Consumer Research Volume 44 | 2016

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