The Customization Premium: Consumers Value Custom Bundles More Than (Better) Standard Bundles
Five studies demonstrate that people are willing to pay more for custom bundles than for non-custom bundles, even when non-custom bundles include the same plus additional items. However, people understand that additional items cost more; thus, people are willing to pay more for non-custom bundles after first evaluating custom ones.
Citation:
Alice Moon and Maarten Bos (2021) ,"The Customization Premium: Consumers Value Custom Bundles More Than (Better) Standard Bundles", 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: 470-471.
Authors
Alice Moon, The Wharton School of the University of Pennsylvania
Maarten Bos, Snap, Inc
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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