Type of Document Dissertation Author Yadav, Manjit S. URN etd-02052007-081234 Title An examination of how buyers subjectively perceive and evaluate product bundles Degree PhD Department General Business (Marketing) Advisory Committee
Advisor Name Title Monroe, Kent B. Committee Chair Fern, Edward F. Committee Member Klein, Noreen M. Committee Member Moore, Laurence J. Committee Member Ozanne, Julie L. Committee Member Keywords
- Packaging Psychological aspects.
- Consumer behavior.
Date of Defense 1990-08-05 Availability restricted AbstractThis dissertation examines how buyers evaluate a bundle of items and
how perceptions of savings are formed in the context of a bundle offer.
Two conceptual models were developed and tested: 1) a model of the bundIe's
acquisition value, and 2) a model of the bundle's transaction value.
Based on behavioral decision theory and recent developments in pricing
research, the model of acquisition value focuses on the role of both price
and non-price information. It is proposed that buyers use an anchoring
and adjustment process to evaluate a bundle of items, evaluating the most
important item first and then making incremental adjustments based on the
evaluation of other items. The model of transaction value is based on the
premise that buyers combine perceived savings on the individual items and
perceived additional savings on the bundle to form their overall perception
of savings in a bundle offer.
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