Transaction Decoupling: How Price Bundling Affects the Decision to Consume

Abstract

Both authors contributed equally to the research reported in this article. The authors thank Chris Hsee, Luc Wathieu, and the four anonymous JMR reviewers for their comments on previous drafts of this article. They also thank Julien Cayla, Kareen Kinzli, and Michael Walker for their assistance in data collection. The studies reported in this article were conducted while Soman was at the College of Business, University of Colorado at Boulder, and that university's support is acknowledged.

On the sunk-cost effect in economic decision-making: a meta-analytic review

“…Yet decision-makers sometimes deviate from this basic principle of microeconomic theory and take sunk costs into account. The resulting sunk-cost effect has been examined in a variety of disciplines, including psychology (e.g., Astebro et al 2007;Strough et al 2008), sociology (e.g., Janssen et al 2003), management (e.g., Conlon and Garland 1993;Keil et al 2000), marketing (e.g., Soman and Cheema 2001;Soman and Gourville 2001), industrial economics (e.g., Manez et al 2009), and finance (e.g., Guler 2007). As such, the situations in which the sunk-cost effect is observed are also substantially different.…”

Research on a Triopoly Dynamic Game with Free Market and Bundling Market in the Chinese Telecom Industry

“…Martin [13] studied the price pooling equilibrium under various conditions that firms produce strategic substitutes or strategic complements. Dilip and John [14] figured out that the price bundling as a usual marketing action could result in the diminution of demand. In the field of decision research, Li and Liu [15] studied the coordination of supply chain between a supplier and a retailer with price and sales effort dependent demand.…”

Efekt nepovratnoga troška

“…Drugim riječima, sudionici su uzimali u obzir nepovratne troškove i predstavili ovaj problem kao dvojbu: odlučiti se za primamljiviju opciju u koju smo uložili manje novca ili za manje primamljivu, ali skuplju, opciju. Scenariji su primijenjeni i u drugim istraživanjima kojima se pokazalo da su ljudi spremniji iskoristiti plaćene kupone za popust nego besplatne (Lala, 2005); spremniji iskoristiti plaćeno član-stvo nego besplatno (Jang, Mattila i Bai, 2007); skloniji pohađati teniske lekcije unatoč teniskom laktu kako bi iskoristili uplaćeni iznos (Soman i Cheema, 2001); skloniji skijanju po nevremenu kako bi iskoristili skijašku kartu (Soman i Gourville, 2001).…”