Title

Functional compatibility risk and consumer preference for product bundles

Authors

Authors

J. Harris;E. A. Blair

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

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

DOI Link

http://dx.doi.org/10.1177/0092070305281708

Language

English

First Page

19

Last Page

26

WOS Identifier

WOS:000237112000003

ISSN

0092-0703

Recommended Citation

"Functional compatibility risk and consumer preference for product bundles" (2006). Faculty Bibliography 2000s. 6209.
https://stars.library.ucf.edu/facultybib2000/6209