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- W4206967515 abstract "Abstract A discount through bundling can harm consumers’ perception of the reference price of, and willingness to pay for, the bundled products. This study investigates how types of bundling such as mixed‐leader and mixed‐joint bundling affect the value perception of a primary product. Three experiments were developed and used to test theoretical hypotheses. Data were collected and analyzed using multivariate analyses of variance and mediation analysis with the bootstrapping procedure. Results show that leader bundling is more efficient in protecting the value perception of the primary product than joint bundling. The bundling type effect is mediated by consumers’ discount attribution and is strengthened in a low product similarity scenario. Further, cognitive style and attention level significantly mediate the relationship between product similarity and consumers’ discount attribution, especially under leader bundling. These findings provide a deeper understanding of the bundling type effect. The moderating effects of product similarity show the conditions for the bundling type effect. Additionally, the mediating effect of discount attribution is very meaningful since attribution is the most frequently mentioned theory in bundling research, while no study has directly examined it to date. The findings also provide useful implications for retailers to design efficient bundling promotion." @default.
- W4206967515 created "2022-01-26" @default.
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- W4206967515 date "2022-02-25" @default.
- W4206967515 modified "2023-10-03" @default.
- W4206967515 title "Impact of mixed bundling type on consumers’ value perception" @default.
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- W4206967515 doi "https://doi.org/10.1111/ijcs.12776" @default.
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