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The Offer Framing Effect: Choosing Single versus Bundled Offerings Affects Variety Seeking

Mittelman, Mauricio and Andrade, Eduardo B. and Chattopadhyay, Amitava and Brendl, C. Miguel. (2014) The Offer Framing Effect: Choosing Single versus Bundled Offerings Affects Variety Seeking. The Journal of Consumer Research, 41 (4). pp. 953-964.

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Official URL: https://edoc.unibas.ch/68417/

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Abstract

Choices of multiple items can be framed as a selection of single offerings (e.g., a choice of two individual candy bars) or of bundled offerings (e.g., a choice of a bundle of two candy bars). Four experiments provide strong evidence that consumers seek more variety when choosing from single than from bundled offerings. The offer framing effect shows that the mechanics of choosing—the ways consumers go about making choices of multiple items—affect variety seeking in a systematic manner. The data also suggest that the effect is largely due to the single offering frame. Theoretical and managerial implications are discussed.
Faculties and Departments:06 Faculty of Business and Economics > Departement Wirtschaftswissenschaften > Professuren Wirtschaftswissenschaften > Marketing (Brendl)
UniBasel Contributors:Brendl, C. Miguel
Item Type:Article, refereed
Article Subtype:Research Article
Publisher:Oxford University Press
ISSN:0093-5301
e-ISSN:1537-5277
Note:Publication type according to Uni Basel Research Database: Journal article
Identification Number:
Last Modified:14 Feb 2019 11:10
Deposited On:17 Jan 2019 14:01

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