Title

Functional Compatibility Risk And Consumer Preference For Product Bundles

Keywords

Bundling; Functional risk; Knowledge uncertainty; Performance risk; Priming

Abstract

The authors report the results of an experiment examining the effect of functional compatibility risk on consumers' 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 consumers' choice of bundled products, particularly among consumers who are more uncertain of their product knowledge. Copyright © 2006 by Academy of Marketing Science.

Publication Date

12-1-2006

Publication Title

Journal of the Academy of Marketing Science

Volume

34

Issue

1

Number of Pages

19-26

Document Type

Review

Personal Identifier

scopus

DOI Link

https://doi.org/10.1177/0092070305281708

Socpus ID

30444442653 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/30444442653

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