Combinations: Framing Completeness

Adding an option to a menu composed by two singleton options and their combination reduces the combination value in consumer’s eyes. This effect is driven by changes in the perceived Completeness of combinations rather than regret for the missing combination or consideration set formation accounts.



Citation:

Ignazio Ziano and Rajesh Bagchi (2018) ,"Combinations: Framing Completeness ", 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: 249-250.

Authors

Ignazio Ziano, Ghent University, Belgium
Rajesh Bagchi, Virginia Tech, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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