When Payless Meets Prada: Subtractive Judgments in Evaluating Product Bundles

Conventional wisdom predicts that adding an attractive option will increase an offering’s value. In contrast, we show that adding an item from a different price tier can decrease an offering’s perceived value, such that consumers are willing to pay less for the combination than for one of its components.



Citation:

Aaron R. Brough and Alexander Chernev (2011) ,"When Payless Meets Prada: Subtractive Judgments in Evaluating Product Bundles", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Aaron R. Brough, Northwestern University, USA
Alexander Chernev, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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