Bundle Building in the Arts: An Experimental Investigation. Issue 8 (August 2014)

• Record Type: Journal Article
• Authors: Darveau, Jessica; d'Astous, Alain; Colbert, François
• Is Part Of: Psychology & marketing. Volume 31:Issue 8(2014)
• Page Start: 591
• Page End: 603
• Publication Date: 2014-08
• Subjects: Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.20720
• Languages: English
• ISSNs: 0742-6046

Abstract

<abstract abstract-type="main"> <title>ABSTRACT</title> <p>Within the arts and culture sector, bundling is a commonly used strategy that consists in marketing a combination of products in a single package. Drawing from current examples in the arts and culture industry, the study presented in this article examines how different bundling strategies affect consumer decisions and perceptions. An experiment was conducted among a sample of 200 adult consumers where the complementarity of bundle items (complementary vs. noncomplementary) and mode of selection of bundle items (additive vs. subtractive) were jointly manipulated by means of a self‐administered questionnaire. Consistent with previous research, the results showed that consumers who construct an arts and culture bundle in a subtractive fashion end up with a greater number of items and a more expensive bundle. However, the impact of mode of selection on the bundle's perceived value was shown to depend on the complementarity of the items. These findings suggest that the recommendation of avoiding bundling noncomplementary products usually put forward in the bundling literature must be evaluated through a consideration of the type of strategy that is used to build the bundle.</p> </abstract>