When Payless Meets Prada: Subtractive Judgments in Evaluating Product Bundles

When Payless Meets Prada: Subtractive Judgments in Evaluating Product Bundles

Conventional wisdom predicts that adding an attractive option will increase an offering's value. In contrast, we show that adding an item from a different price tier can decrease an offering's perceived value, such that consumers are willing to pay less for the combination than for one of...

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Bibliographische Detailangaben
Hauptverfasser: Brough, Aaron R, Chernev, Alexander
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Brand equity
Brand names
Consumer behavior
Judgment
Prices
Studies
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Beschreibung
Zusammenfassung:Conventional wisdom predicts that adding an attractive option will increase an offering's value. In contrast, we show that adding an item from a different price tier can decrease an offering's perceived value, such that consumers are willing to pay less for the combination than for one of its components.
ISSN:0098-9258