Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

CiteULike is a free service for managing and discovering scholarly references - click here to get started.

Sign In to gain access to subscriptions and/or personal tools.
Journal of the Academy of Marketing Science
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Similar articles in ISI Web of Science
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via HighWire
Right arrow Citing Articles via Web of Science (1)
Right arrow Citing Articles via Google Scholar
Google Scholar
Right arrow Articles by Harris, J.
Right arrow Articles by Blair, E. A.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

Functional Compatibility Risk and Consumer Preference for Product Bundles

Judy Harris

University of Central Florida

Edward A. Blair

University of Houston

The authors report the results of an experiment examining the effect of functional compatibility risk on Consumers' preference for product bundles vis-à-vis separate items. In a laboratory experiment, 90 undergraduate business students were asked to choose bundled or unbundled stereo equipment after reading product information that either did or did not prime fears of functional compatibility risk. The results indicate that heightening the salience of functional compatibility risk may be a practical way for marketers to increase Consumers'choice of bundled products, particularly among consumers who are more uncertain of their product knowledge.

Key Words: bundling • priming • functional risk • performance risk • knowledge uncertainty

Journal of the Academy of Marketing Science, Vol. 34, No. 1, 19-26 (2006)
DOI: 10.1177/0092070305281708
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?


This article has been cited by other articles:


Home page
 Marketing TheoryHome page
O. Merlo, B. A. Lukas, and G. J. Whitwell
Heuristics revisited: implications for marketing research and practice
Marketing Theory, June 1, 2008; 8(2): 189 - 204.
[Abstract] [PDF]

Home page
 Journal of the Academy of Marketing ScienceHome page
J. Harris and E. A. Blair
Consumer Preference for Product Bundles: The Role of Reduced Search Costs
Journal of the Academy of Marketing Science, October 1, 2006; 34(4): 506 - 513.
[Abstract] [PDF]