The Effects of Price Discount and Product Complementarity on Consumer Evaluations of Bundle Components

Published in: Journal of Marketing Theory and Practice, v. 15, iss. 1, Winter 2007, p. 1-12

Posted on on January 01, 2007

by Shibin Sheng, Andrew M. Parker, Kent Nakamoto

Read More

Access further information on this document at

This article was published outside of RAND. The full text of the article can be found at the link above.

Existing research in bundling has primarily focused on consumer evaluations of a bundle as a whole. Drawing upon reference price theory and mental accounting theory, this paper investigates the effects of price discounts on consumer evaluations of the discounted product in a bundle. It examines how these effects interplay with complementarity of bundle components. The results of three experimental studies indicate that bundle price discounts hurt consumer evaluations of the discounted bundle component, and complementarity of bundle components attenuates these negative effects by altering a consumer's selection of mental accounts in the evaluation process.

This report is part of the RAND Corporation External publication series. Many RAND studies are published in peer-reviewed scholarly journals, as chapters in commercial books, or as documents published by other organizations.

The RAND Corporation is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.