Erat, Sanjiv; Bhaskaran, Sreekumar R. - In: Marketing Science 31 (2012) 5, pp. 801-818
Firms in a variety of industries offer add-on products to consumers who have previously purchased a base product. We posit that consumers, in making their decisions as to whether to purchase add-ons that complement the base products, find a greater need for the value offered by the add-ons when...