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.
|Title of host publication||Advances in Consumer Research|
|Editors||Andrew Gershoff, Robert Kozinets, Tiffany White|
|Number of pages||1|
|Publisher||Association for Consumer Research|
|Publication status||Published - 2018|