Scholarlink

Bundling, the joint pricing for sale of two or more products or components, is widely practiced in the marketplace. For example, travel packages include airfare, lodging, and and a rental car (Dolan 1987), music systems come as a bundle of the speakers, amplifier, stereo, and graphic equalizer, and razors and razor blades are routinely sold together. Although some bundles are obvious (e.g., razors and blades), others are far less so (e.g., Coca-cola and discount tickets to Great Adventure amusement park, Butterball turkey and discount on Florofax flowers, Kraft products’ proof of purchases to receive a dinosaur version of the Pictionary game, Giant Eagle Grocers register tapes for a discount on an Apple Computer, and so on). Given the widespread use of bundles, it seems important to gain an understanding of what makes them work

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle

  • 章节

  • 发表日期：

    2026年

查看全文
  • Bari A. Harlam,
  • Donald R. Lehmann,
  • Carl Mela

摘要

Bundling, the joint pricing for sale of two or more products or components, is widely practiced in the marketplace. For example, travel packages include airfare, lodging, and and a rental car (Dolan 1987), music systems come as a bundle of the speakers, amplifier, stereo, and graphic equalizer, and razors and razor blades are routinely sold together. Although some bundles are obvious (e.g., razors and blades), others are far less so (e.g., Coca-cola and discount tickets to Great Adventure amusement park, Butterball turkey and discount on Florofax flowers, Kraft products’ proof of purchases to receive a dinosaur version of the Pictionary game, Giant Eagle Grocers register tapes for a discount on an Apple Computer, and so on). Given the widespread use of bundles, it seems important to gain an understanding of what makes them work