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dc.contributor.authorIssara Titheesawad
dc.contributor.authorPhassawan Suntraruk
dc.contributor.otherAssumption University. Martin de Tours School of Management and Economics
dc.identifier.citationAU Journal of Management 6, 1 (January-June 2008), 1-11
dc.descriptionIn English ; only abstract in English.
dc.description.abstractThis paper examined the influence of bundle frame, the presentation format of products within the bundle, on customers purchase intention and reservation price. The results from a laboratory experiment indicated that purchase intention was higher when the bundle price was presented in segre- gated form than an integrated one. However, presenting discounted price in segregated form posed negative impact on customers reservation price. In a segregated price framing, the discount prices of individual products are unambiguous resulting in customers inference that the product is cheap, thus, they will decrease the price that they are willing to pay (or reservation price) for the products in the future. On the other hand, in the integrated price framing, there is an ambiguity about the cost of each individual product , the inference that the price of individual product is low will not occur. Thus, the reservation price of customers who are presented with the segregated price framing is lower than those with integraled price framing.
dc.publisherAssumption University
dc.rightsThis work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
dc.subjectAU Journal of Management
dc.subjectAU Journal of Management -- 2008
dc.subject.otherAssumption University -- Periodicals
dc.subject.otherBundling (Marketing)
dc.subject.otherConsumers' preferences
dc.titleThe effect of bundle frame on purchase intention and customer's reservation price
mods.genreJournal Article
au.identifier.bibno0021-0562[Full Text] (

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