Conference proceeding
Repeating Number Digits in Price Bundling
Advances in Consumer Research, Vol.50, p374
01 Jan 2022
Abstract
Price bundling has been extensively used by retailers, but research has yet to examine the influence of repeating number digits in bundling. Zhang, Bhatt, and Suri propose that repeating the number digits in price bundling will increase consumers' purchase intentions because of the ease of unit price calculation. Research on product bundling and price bundling is exuberant. However, to their knowledge, scant research has focused on the influence of repeating number digits in bundling. Will consumers perceive a deal that repeated number digits (e.g., 2 for S2.22) differently than one does not? They propose that consumers would have higher intentions to purchase bundle products when number digits are all repeated than not, such as 2 bottles for $2.22, and 2 days for $222.22.
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Details
- Title
- Repeating Number Digits in Price Bundling
- Creators
- Jintao ZhangSiddharth BhattRajneesh Suri
- Publication Details
- Advances in Consumer Research, Vol.50, p374
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991021848514004721