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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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