Functional compatibility risk and consumer preference for product bundles

    Authors

    J. Harris;E. A. Blair

    Comments

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    Abbreviated Journal Title

    J. Acad. Mark. Sci.

    Keywords

    bundling; priming; functional risk; performance risk; knowledge; uncertainty; INFORMATION SEARCH; PERCEIVED-RISK; PRICE; UNCERTAINTY; REACTANCE; KNOWLEDGE; FRAMEWORK; BEHAVIOR; Business

    Abstract

    The authors report the results of an experiment examining the effect of functional compatibility risk on consumers' preference for product bundles vis-a-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 arc, more uncertain of their product knowledge.

    Journal Title

    Journal of the Academy of Marketing Science

    Volume

    34

    Issue/Number

    1

    Publication Date

    1-1-2006

    Document Type

    Article

    Language

    English

    First Page

    19

    Last Page

    26

    WOS Identifier

    WOS:000237112000003

    ISSN

    0092-0703

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