Self-selected Versus Fixed Price Bundling: the Effect of Bundle Type on Perceived Quality

Burcak Bas, Gülen Sarial Abi

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Abstrakt

This research explores the effect of bundle type on perceived quality. A lab experiment shows that self-selected (versus fixed) price bundling increases perceived quality and psychological ownership is the mechanism underlying this effect.
OriginalsprogEngelsk
TitelAdvances in Consumer Research
RedaktørerAndrew Gershoff, Robert Kozinets, Tiffany White
Antal sider1
ForlagAssociation for Consumer Research
Publikationsdato2018
Udgave46
Sider899-899
StatusUdgivet - 2018
Udgivet eksterntJa

Citationsformater