Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/323375 
Year of Publication: 
2024
Citation: 
[Journal:] Marketing Letters [ISSN:] 1573-059X [Volume:] 36 [Issue:] 1 [Publisher:] Springer US [Place:] New York, NY [Year:] 2024 [Pages:] 171-182
Publisher: 
Springer US, New York, NY
Abstract: 
The article by Mittelman et al. (2014,  Journal of Consumer Research , 41(4):953–964) introduced the offer framing effect , suggesting that consumers exhibit greater variety-seeking behavior when selecting products sequentially (single offering) compared to choosing from bundles (bundled offering). The opposite was found by O’Donnell et al. (2023, Journal of Consumer Research, 49(5):861–881), resulting in opposing management implications. To clarify the direction of effect, we conducted four studies in two product categories and found evidence of a stronger preference for variety in bundled offering conditions (compared to single offering conditions), replicating O’Donnell et al.’s (2023) findings. However, utilizing logistic regression analyses, we identify product liking discrepancies as the primary driver of variety seeking. We further reveal that the offer framing effect is more distinctive for choices between products with prosocial attributes compared to hedonic attributes. Our findings provide valuable insights for marketers aiming to optimize product bundling strategies.
Subjects: 
Offer framing effect
Variety seeking
Bundling
Prosocial behavior
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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