Agarwal, Manoj K.; Chatterjee, Subimal - In: Journal of Product & Brand Management 12 (2003) 6, pp. 358-376
When offering product/service bundles to customers, marketers must decide how best to configure the bundles such that consumers do not find the bundle‐choice particularly difficult. This paper examines perceived decision difficulty in selecting from a menu of bundles, where the bundles vary on...