Consumer Preference for Product Bundles: The Role of Reduced Search Costs
Journal of the Academy of Marketing Science
Published online on October 01, 2006
Abstract
Journal of the Academy of Marketing Science, Volume 34, Issue 4, Page 506-513, October 2006.
Most prior research on bundling from a consumer perspective has focused on how bundles are processed, particularly from a prospect theory or mental accounting perspective. In contrast, relatively little research has examined the factors that might drive ...
Most prior research on bundling from a consumer perspective has focused on how bundles are processed, particularly from a prospect theory or mental accounting perspective. In contrast, relatively little research has examined the factors that might drive ...