Transaction Decoupling: How Price Bundling Affects the Decision to Consume

@inproceedings{Soman2001TransactionDH,
  title={Transaction Decoupling: How Price Bundling Affects the Decision to Consume},
  author={Dilip Soman and John T. Gourville},
  year={2001}
}
Abstract In today’s marketplace, price bundling is widespread: Manufacturers and retailers routinely offer multiple products for a single, bundled price. Although the effects of price bundling on purchase behavior have been well researched, the effects of price bundling on postpurchase consumption behavior have received almost no attention. In this article, the authors build on the sunk cost literature (e.g., Thaler 1980, 1985) and predict that price bundling leads to a disassociation or… CONTINUE READING

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