PurposeUsing a classification of benefits and costs of promotional offers (Raghubir et al., 2004) along three routes - economic, informational and affective - this paper aims at evaluating, from the consumer's point of view, the relative perceptual disadvantages of separate-item bundles compared...

PurposeUsing a classification of benefits and costs of promotional offers (Raghubir et al., 2004) along three routes – economic, informational and affective – this paper aims at evaluating, from the consumer's point of view, the relative perceptual disadvantages of separate-item bundles...