Study Details

Influence of Product Bundle Pricing on Customer Choice

(IRB#: IRB_00175316)

Products are often sold with other products in a bundle for a discounted price. Fast-food combo meals, furniture sets, and vacation packages are all examples of discount product bundling. How bundle prices are shown to customers may influence whether the customer chooses to purchase the product and how the customer thinks about the brand and product. The goal of this study is to better understand the influence of bundle pricing on customer choice and attitudes. Study participants will be asked to consider one or multiple product bundles and provide their feedback about the products and brands. Basic demographic information will be collected such as age, race/ethnicity, gender test whether effects vary by customer demographics. Questions will appear as multiple choice, scale responses, fill-in-the-blank, or short answer.

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