Design an Experience Bundle: the Role of Experience Structure

Imagine booking a volun-tour, an experience bundle involving volunteering and sightseeing. Would you prefer sightseeing after volunteering or to alternate them throughout the trip? We examine how the design of a bundle impacts preferences. With three studies, we show that an alternating (vs. sequential) structure enhances complementarity perceptions and preferences.



Citation:

Juan Wang, Miranda Goode, and June Cotte (2017) ,"Design an Experience Bundle: the Role of Experience Structure", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 951-951.

Authors

Juan Wang, University of Guelph, Canada
Miranda Goode, Western University, Canada
June Cotte, Western University, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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