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| Author: | Johnson, M. Herrmann, A. Bauer, H. |
| Title: | The effects of price bundling on consumer evaluations of product offerings |
| Journal: | International Journal of Research in Marketing
1999 : JUN, VOL. 16:2, p. 129-142 |
| Index terms: | MARKETING CONSUMER SATISFACTION PRICING |
| Language: | eng |
| Abstract: | The bundling of multiple products or components at a set price has become a popular marketing strategy. Although little is known of how bundled price information should be presented to consumers, mental accounting principles provide guidelines. These principles suggest that more positive evaluations should result from bundling or integrating component prices into a single price and debundling or segregating component discounts into a set of discounts. |
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