Bail Out on the Bundle? a Study of Factors Impacting Transaction Decoupling and Post Purchase Bundle Consumption
Why does the extent of consumption of a bundle vary across individuals? This paper, builds on the Transaction Decoupling and regulatory focus literature to demonstrate that post purchase consumption of bundles depends on the regulatory focus of an individual and this effect is moderated by nature of the bundle components.
Arpita Pandey (2018) ,"Bail Out on the Bundle? a Study of Factors Impacting Transaction Decoupling and Post Purchase Bundle Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 18-18.
Arpita Pandey, Indian Institute of Management Ahmedabad, India
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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