Mittelman, Mauricio; Andrade, Eduardo B.; … - In: Journal of Consumer Research 41 (2014) 4, pp. 953-953
Choices of multiple items can be framed as a selection of single offerings (e.g., a choice of two individual candy bars) or of bundled offerings (e.g., a choice of a bundle of two candy bars). Four experiments provide strong evidence that consumers seek more variety when choosing from single...