How Bundling Messages Increase the Likelihood of Going Back to Checkout
How do marketers improve the shopping cart abandonment rate? This research offers a novel approach—using the proportionality of the prices to create dynamic product bundles. Two ongoing studies demonstrate that percentage-framed price changes can ease shoppers’ pain of paying and increase their likelihood of going back to checkout.
Citation:
Lina Xu and Mihai Niculescu (2021) ,"How Bundling Messages Increase the Likelihood of Going Back to Checkout", 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: 931-931.
Authors
Lina Xu, New Mexico State University
Mihai Niculescu, New Mexico State University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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