Price bundling presentation and consumer's bundle choice: The role of quality certainty

Kwon, Soyeon; Jang, SooCheong

doi:10.1016/j.ijhm.2010.08.001

Cited by 42 publications

(48 citation statements)

References 56 publications

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“…Itemizing the price helps draw attention to the individual items (Chakravarti et al, 2002;Janiszewski and Cunha, 2004;Kwon and Jang, 2011;Tanford et al, 2012). This focused attention prompts consumers to process information about each item.…”

Section: Resultsmentioning

confidence: 99%

“…Other research has shown that consumers prefer itemized pricing of bundles because the more detailed information processing resulting from such presentation formats reduces uncertainty and thereby simplifies the decision process (Tanford et al, 2012). Quality uncertainty reflects a situation when itemizing the price has a positive effect on evaluations of bundled menus (Kwon and Jang, 2011). This is explained by the potential role of the more detailed price information in reducing uncertainty.…”

Section: Effects Of Price Presentation Formats On Bundle Evaluationmentioning

confidence: 99%

“…The proposed advantage of consolidating prices rests on the assumption that bundle benefits (i.e., the value side of the prospect theory value function) are equal in the two presentation formats. While this is true, itemized price presentation can attract consumers' attention to the individual items in the bundle (Chakravarti et al, 2002;Hamilton and Srivastava, 2008;Kwon and Jang, 2011;Tanford et al, 2012). This facilitates a more detailed processing of both costs (i.e., prices) and benefits (i.e., the products in the bundle).…”

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confidence: 99%

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Evaluation effects of bundle size and price presentation

Engeset

Opstad

2017

JCM

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Section: Resultsmentioning

confidence: 99%

Section: Effects Of Price Presentation Formats On Bundle Evaluationmentioning

confidence: 99%

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confidence: 99%

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Evaluation effects of bundle size and price presentation

Engeset

Opstad

2017

JCM

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“…Several researchers (see, e.g., Johnson et al 1999;Janiszewski and Cunha 2004;Mazumdar and Jun 1993;Munger and Grewal 2001;Kaicker et al 1995;Khan and Dhar 2010;Kwon and Jang 2011;Yadav 1994) have examined other bundle frames, which are not as common as joint-or leader bundling and are not considered in our study. While the results of these studies are somewhat contradictory, the conclusion to be drawn from them is that the framing of economically equivalent bundle discounts has a substantial influence on consumers' evaluations of bundle offers.…”

Section: K 2 Previous Literaturementioning

confidence: 99%

The Impact of Price Bundling on the Evaluation of Bundled Products: Does It Matter How You Frame It?

Hähnchen¹,

Baumgartner

2020

Schmalenbach Bus Rev

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Companies often sell their products in a price bundle at a discount. These discounts can be presented to consumers in various ways.Past studies have predominantly focused on the short-term effects of various price reduction frames within bundle offers. The primary purpose of this paper is to investigate the post-promotion effects of presenting a product within differently framed price bundles on consumers' assessment of this product.A choice-based conjoint design is applied to investigate purchase probability and willingness to pay. The results of the study indicate, among other findings, that the evaluation of a product can deteriorate if this product is presented in a price bundle and that this effect depends on the framing of price discounts in the bundle.

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“…According to the theory, certainty effect means that people are more likely to prefer outcomes that are considered certain compared with outcomes that are merely probable (Kahneman & Tversky, 1979;Weber & Chapman, 2005). In terms of impulse buying, consumers can regard a reference price with a reasonable degree of certainty (Kwon & Jang, 2011).…”

Section: Two Situational Factors Of Impulse Buyingmentioning

confidence: 99%

Integrating Certainty Effect and Noninteractive Social Influence Into Impulse Buying

2015

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We integrated certainty effect and noninteractive social influence into impulse buying, and explored the relationships between impulse buying tendency and intention in regard to the impacts of certainty effect and social influence. We selected 2 certainty effects (1-phase and 2-phase discounts) and 3 social influences (number, proximity, and strength) that stimulate consumers' impulse buying intention for a unique product. The participants were 416 students at 5 universities in northern Taiwan. Results of structural equation modeling indicated that impulse buying tendency positively influenced impulse buying intention in terms of certainty effects and social influences; there was a positive relationship between certainty effects and social influences in impulse buying intention; the students preferred 2-phase to 1-phase discounts; and, in descending order, the social influences of strength, number, and proximity impacted impulse buying intention. We concluded that marketers can use certainty effects and noninteractive social influences to stimulate consumers' buying intention.

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Price bundling presentation and consumer's bundle choice: The role of quality certainty

Cited by 42 publications

References 56 publications

Evaluation effects of bundle size and price presentation

Evaluation effects of bundle size and price presentation

The Impact of Price Bundling on the Evaluation of Bundled Products: Does It Matter How You Frame It?

Integrating Certainty Effect and Noninteractive Social Influence Into Impulse Buying

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