P13. Self-Selected Versus Fixed Price Bundling: the Effect of Bundle Type on Perceived Quality
This research explores the effect of bundle type on perceived quality. A lab experiment shows that self-selected (versus fixed) price bundling increases perceived quality and psychological ownership is the mechanism underlying this effect.
Burcak Bas and GULEN SARIAL ABI (2018) ,"P13. Self-Selected Versus Fixed Price Bundling: the Effect of Bundle Type on Perceived Quality", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 899-899.
Burcak Bas, Bocconi University, Italy
GULEN SARIAL ABI, Bocconi University, Italy
NA - Advances in Consumer Research Volume 46 | 2018
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