Parts in the Whole: Compensation Versus Spillover Effects in Judgments of Bundled Products
While prior research indicates that a product is evaluated less favorably when it is bundled (vs. not bundled) with an inferior product, our research documents the reverse effect—provided that the products are substitutes. We further demonstrate that this counterintuitive effect is driven by consumers’ trust in the market.
Citation:
Jennifer Seokhwa Hong, Tom Meyvis, and Andrea Bonezzi (2019) ,"Parts in the Whole: Compensation Versus Spillover Effects in Judgments of Bundled Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 629-630.
Authors
Jennifer Seokhwa Hong, Seattle University, USA
Tom Meyvis, New York University, USA
Andrea Bonezzi, New York University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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