Partitioned presentation of multicomponent bundle prices: evaluation, choice and underlying processing effects
D Chakravarti, R Krish, P Paul, J Srivastava - Journal of Consumer …, 2002 - Elsevier
Firms may choose to present the price of a multicomponent product bundle in partitioned
(separate price for each mandatory component) or consolidated (single, equivalent price)
fashion. In this article, we report on 2 experiments that examined the effects of such
presentations on evaluations and choices as well as the underlying processing effects. In
Experiment 1, consistent with a mental accounting analysis, a multicomponent product
bundle was evaluated more favorably and chosen more often when its components were …
(separate price for each mandatory component) or consolidated (single, equivalent price)
fashion. In this article, we report on 2 experiments that examined the effects of such
presentations on evaluations and choices as well as the underlying processing effects. In
Experiment 1, consistent with a mental accounting analysis, a multicomponent product
bundle was evaluated more favorably and chosen more often when its components were …
以上显示的是最相近的搜索结果。 查看全部搜索结果