The effects of price bundling on consumer evalustions by product offerings


Johnson, Michael ; Herrmann, Andreas ; Bauer, Hans H.


Document Type: Article
Year of publication: 1999
The title of a journal, publication series: International Journal of Research in Marketing : IJRM
Volume: 16
Issue number: 2
Page range: 129-143
Place of publication: Amsterdam
Publishing house: Elsevier
ISSN: 0167-8116
Publication language: English
Institution: Business School > ABWL u. Marketing II (Bauer Em)
Subject: 330 Economics
Abstract: States that bundling of multiple products or components at a set price has become a popular marketing strategy. Evaluation of price bundling research; Psychological research on bundling; Use of mental accounting and related framing effects; Theoretical relationship between objective gains and losses; Empirical study to test hypotheses

Dieser Eintrag ist Teil der Universitätsbibliographie.




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Johnson, Michael ; Herrmann, Andreas ; Bauer, Hans H. (1999) The effects of price bundling on consumer evalustions by product offerings. International Journal of Research in Marketing : IJRM Amsterdam 16 2 129-143 [Article]


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