Bundling Products Worldwide: How Self-Construal Influences Product Bundle Evaluation

Across five studies, we demonstrate that interdependent (vs. independent) consumers evaluate product bundles more favorably when bundles consist of complementary products and products from the same brand. The phenomenon is attributed to interdependents’ tendency to engage in relational processing, which prompts them to value the complementary relationship among bundled items.


Jennifer Seokhwa Hong and Andrea Bonezzi (2020) ,"Bundling Products Worldwide: How Self-Construal Influences Product Bundle Evaluation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 408-409.


Jennifer Seokhwa Hong, Seattle University, USA
Andrea Bonezzi, New York University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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