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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 51, No. 1, pp.251-284
ISSN: 1226-1874 (Print)
Print publication date 28 Feb 2022
Received 03 Oct 2021 Revised 21 Nov 2021 Accepted 07 Dec 2021
DOI: https://doi.org/10.17287/kmr.2022.51.1.251

버거 vs 콤보: 단품과 번들 가격의 제시 순서, 숫자의 복잡성, 가격 배열 방식이 번들 제품 선택에 미치는 영향

Jihye Park ; Min Zhang
(First Author/Corresponding Author) College of Business, Hankuk University of Foreign Studies jihyepark@hufs.ac.kr
(Co-Author) Graduate School of Business, Hankuk University of Foreign Studies zhangmin@hufs.ac.kr
Burger vs. Combo: Effects of Single vs. Bundle Price Location, Number Complexity, and Price Arrangement on Bundle Choice


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The purpose of this research was to examine the effect of single vs. bundle price location, number complexity, and price arrangement of bundle choice. Results of a series of experiments showed that due to perceived difficulty of subtraction (or computation complexity), consumers tended to perceive less magnitude of the price difference between a single and a bundle product and choose more bundles when the single price/low price was placed left and the bundle price/high price was placed right as compared to when the bundle price/high price was placed left and the single price/low price was placed left. Number complexity moderated the effect of the price location on the magnitude of the price difference. Furthermore, when the single-bundle prices were displayed horizontally, consumers perceived less magnitude of the price difference between a single and a bundle product and chose more bundles than when the single-bundle prices were displayed vertically. Theoretical and practical implications were further discussed.

Keywords:

complexity of computation, price location, horizontal arrangement, vertical arrangement, price arrangement, subtraction, bundle pricing

Acknowledgments

This research was supported by Hankuk University of Foreign Studies Research Fund.

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∙ The author Jihye Park, PhD is a Professor of Marketing in the College of Business at Hankuk University of Foreign Studies in Seoul, Korea. After receiving her PhD from the Ohio State University, she had been on the faculty of Iowa State University. Her current research interests include consumer information processing and memory. Her research has been published in journals such as Psychology and Marketing, Journal of Business Psychology, and Journal of Consumer Behaviour. She received a 2014 best working paper award from Association for Consumer Research.

∙ The author Min Zhang is a doctoral student in the College of Business at Hankuk University of Foreign Studies in Seoul, Korea. Her current research interests include consumer number processing and product display.