Consumer preference for product bundles: The role of reduced search costs

  title={Consumer preference for product bundles: The role of reduced search costs},
  author={Judy Harris and Edward A. Blair},
  journal={Journal of the Academy of Marketing Science},
  • Judy Harris, E. Blair
  • Published 1 October 2006
  • Business
  • Journal of the Academy of Marketing Science
Most prior research on bundling from a consumer perspective has focused on how bundles are processed, particularly from a prospect theory or mental accounting perspective. In contrast, relatively little research has examined the factors that might drive consumer preference for bundles versus individual items. This article addresses one such factor: the potential to reduce search and assembly costs. Through exploratory interviews and two laboratory experiments, the authors show that preference… 
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