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Functional compatibility risk and consumer preference for product bundles

Functional compatibility risk and consumer preference for product bundles The authors report the results of an experiment examining the effect of functional compatibility risk on consumer’ 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 consumer’ choice of bundled products, particularly among consumers who are more uncertain of their product knowledge. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Functional compatibility risk and consumer preference for product bundles

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Publisher
Springer Journals
Copyright
Copyright © 2006 by Academy of Marketing Science
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/0092070305281708
Publisher site
See Article on Publisher Site

Abstract

The authors report the results of an experiment examining the effect of functional compatibility risk on consumer’ 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 consumer’ choice of bundled products, particularly among consumers who are more uncertain of their product knowledge.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Apr 8, 2008

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