search query: @indexterm Buying / total: 210
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| Author: | Yadav, M. |
| Title: | How buyers evaluate product bundles: a model of anchoring and adjustment |
| Journal: | Journal of Consumer Research
1994 : SEP, VOL. 21:2, p. 342-353 |
| Index terms: | CONSUMER RESEARCH MODELS BUYING |
| Language: | eng |
| Abstract: | Bundling, the joint offering of two or more items, is a common selling strategy , yet little research has been conducted on buyers' evaluation of bundle offers. The author developed and tested a model of bundle evaluation in which buyers anchored their evaluation on the item perceived as most important and then made adjustments on the basis of their evaluations of the reminding bundle items. A summary of judgment tasks and methodological approaches is presented. |
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