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Journal of the Academy of Marketing Science
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Consumer Preference for Product Bundles: The Role of Reduced Search Costs

Judy Harris

Towson University

Edward A. Blair

University of Houston

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 consumer preference for bundles versus individual items. This article addresses one such factor: the potential to reduce search and assembly costs. Through exploratory interviews and two laboratory experiments, the authors show that preference for a bundle is greater when bundle choice will reduce search effort than when it will not, particularly among consumers who are less motivated to process information.

Key Words: bundling • product bundles • search costs • perceived value • consumer choice • information processing • need for cognition

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Journal of the Academy of Marketing Science, Vol. 34, No. 4, 506-513 (2006)
DOI: 10.1177/0092070306288405
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This Article
Right arrow Abstract Freely available
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Citing Articles
Right arrow Citing Articles via Web of Science (3)
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Google Scholar
Right arrow Articles by Harris, J.
Right arrow Articles by Blair, E. A.
Right arrow Search for Related Content
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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?