Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2019 Annual Conference


Bail Out On The Bundle? A Study Of Factors Impacting Post Purchase Bundle Consumption
(A2019-9419)

Published: May 28, 2019

AUTHORS

Arpita Pandey, Indian Institute of Management Ahmedabad

KEYWORDS

Bundle consumption; Regulatory focus; Transaction decoupling

ABSTRACT

Studies on price bundling have established the phenomenon of transaction decoupling (TD), in which the costs of a bundle become less relevant for the consumer, leading to lower post-purchase consumption as compared to a similar unbundled transaction. Contrary to the effect of bundling on consumer purchase decisions, the research on impact of bundling on post-purchase consumption has been relatively limited. This leads us to an important question, is consumption of bundle components similar to consumption of individually purchased components? Through 2 laboratory and a field experiment we find that individuals’ regulatory focus moderates TD and the extent of bundle consumption (partial or complete). Study 1 shows that TD effects are lower and bundle consumption is higher for prevention focused people. Study 2 utilizes a field experiment conducted in a real world setting and establishes the validity of above results. Study 3 identifies the moderators that impact this relationship.