The Bundle Halo Effect: Why Bundles Are More Attractive Than the Same Items Offered Separately

We document the bundle halo effect, finding that bundles and their components are more attractive than the same items offered separately. This is because bundles are perceived as greater than the sum of their parts, lending a “halo” to their constituent elements, which increases attractiveness, purchase intentions, and choices thereof.

Citation:

Franklin Shaddy and Stephanie Tjoa (2021) ,"The Bundle Halo Effect: Why Bundles Are More Attractive Than the Same Items Offered Separately", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 194-195.