A regular review of interesting cultural shifts & marketing developments as viewed through the collective lens of the Stancombe Research + Planning Team

Monday, June 29, 2009

Thoughts on bundling

We recently finished a project researching a telco product that involved bundling the cost of services.

We found that people Automatically think they will get a benefit when a company puts more than 2 products together. Interestingly, this hypothesis appears to be empirically supported by the Journal of Consumer Research...

"Our research shows that consumers take a mental shortcut when it comes to thinking about the overall mixed bundle price—a shortcut that they do not resort to when thinking about the price of just one of the items in the bundle."

Full article here

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