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Consumer responses to variety in product bundles: The moderating role of evaluation mode

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  • Wang, Xia
  • Sun, Luping
  • Keh, Hean Tat

Abstract

This article examines the moderating effect of evaluation mode on consumer responses to variety in product bundles. Study 1 finds that consumer preference for the variety bundle (relative to the non-variety bundle) is higher in the joint evaluation mode than in the separate evaluation mode. Study 2 provides evidence that the increased preference for the variety bundle in joint evaluation is driven by the activation of concerns about satiation. Specifically, we find that both the quantity of items in and the category of the non-variety bundle influence consumer concern for satiation and the evaluation of the variety bundle. Study 3 further examines the proposed mechanism by manipulating the information associated with repetition and finds that associating repetition with loyalty (vs. satiation) eliminates the moderating effect of evaluation mode on the preference for variety. We discuss the findings and their implications for marketers.

Suggested Citation

  • Wang, Xia & Sun, Luping & Keh, Hean Tat, 2013. "Consumer responses to variety in product bundles: The moderating role of evaluation mode," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 335-342.
    • Handle: RePEc:eee:ijrema:v:30:y:2013:i:4:p:335-342
    DOI: 10.1016/j.ijresmar.2013.03.005
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    References listed on IDEAS

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    1. Kahn, Barbara E & Wansink, Brian, 2004. "The Influence of Assortment Structure on Perceived Variety and Consumption Quantities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 519-533, March.
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    5. Hsee, Christopher K., 1996. "The Evaluability Hypothesis: An Explanation for Preference Reversals between Joint and Separate Evaluations of Alternatives," Organizational Behavior and Human Decision Processes, Elsevier, vol. 67(3), pages 247-257, September.
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    7. McAlister, Leigh & Pessemier, Edgar, 1982. "Variety Seeking Behavior: An Interdisciplinary Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 311-322, December.
    8. Cassie Mogilner & Tamar Rudnick & Sheena Iyengar, 2008. "The Mere Categorization Effect: How the Presence of Categories Increases Choosers' Perceptions of Assortment Variety," Economics Working Papers 0070, Institute for Advanced Study, School of Social Science.
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    Cited by:

    1. Zhenhua Gao & Luyao Zhao & Hongjun Wang, 2022. "Supply Chain Coordination of Product and Service Bundling Based on Network Externalities," Sustainability, MDPI, vol. 14(13), pages 1-19, June.
    2. Reeti Agarwal, 2018. "Indian Customers’ Attitude Towards Bundling: A Basis for Classification and Targeting," Global Business Review, International Management Institute, vol. 19(2), pages 510-531, April.

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