When Opposites Detract: The Impact of Categorization on Consumers’ Willingness to Pay for Product Combinations

Abstract

How do consumers determine the value of combinations that include both highand lowpriced products? Prior findings suggest that value judgments are typically additive, such that when each bundled item has positive utility, the overall value of the bundle is at least as great as the value of any individual item it contains. In contrast, this research… (More)

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