Impact of bundle type, price framing and familiarity on purchase intention for the bundle
Article Abstract:
Certain tactical aspects of bundling are studied to determine pricing strategies that stimulate the desire of consumers to make a purchase. An interactive computer experiment involving 83 post-graduate students of business was used to test several hypotheses. Results show that bundled complementary items attracted more purchases, bundle price increases revealed consumer sensitivity to the changes, and presentation formats were effective. In addition, respondents who were familiar with the bundles displayed different reactions compared to those who had no familiarity whatsoever.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1995
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Message framing and buying behavior: a field experiment
Article Abstract:
Astudy aimed at identifying the effect of message framing on real-life buying behavior provided owners of credit cards who did not use their cards for three months with messages describing the benefits of using the cards. Explanation of the benefits were framed either in terms of gains that can be gotten if the card is used or in terms of losses they could incur if the card is not used. Findings showed that individuals who received the loss-framed messages became active users of the cards more than those who got the gain-framed messages.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1995
User Contributions:
Comment about this article or add new information about this topic:
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