Krüger, Tobias; Mata, André; Ihmels, Max - In: Journal of Consumer Research 41 (2014) 4, pp. 1127-1127
Three experimental studies demonstrate that evaluation mode influences the assessment of product bundles. Consumers’ preferences for product bundles are more pronounced in a joint evaluation mode, where the bundle is directly contrasted to its single counterpart (i.e., the bundle without its...