Together Or Separate? a Psychological Ownership Account of Bundling Effect

This research shows that bundling related products together can enhance spontaneous mental imagery of using the products, which leads to greater perceived psychological ownership of the products and higher product valuation. The effect is attenuated when cognitive resources for mental imagery are constrained or when ownership is already acquired.



Citation:

Min Zhao and Lan Xia (2018) ,"Together Or Separate? a Psychological Ownership Account of Bundling Effect", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 144-145.

Authors

Min Zhao, Boston College, USA
Lan Xia, Bentley University, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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