The offer framing effect: Choosing single versus bundled offerings affects variety seeking

TY - JOUR

T1 - The offer framing effect

T2 - Choosing single versus bundled offerings affects variety seeking

AU - Mittelman, Mauricio

AU - Andrade, Eduardo B.

AU - Chattopadhyay, Amitava

AU - Miguel Brendl, C.

N1 - Publisher Copyright: © 2014 by JOURNAL OF CONSUMER RESEARCH, Inc. All rights reserved.

PY - 2014/12/1

Y1 - 2014/12/1

N2 - Choices of multiple items can be framed as a selection of single offerings (e.g., a choice of two individual candy bars) or of bundled offerings (e.g., a choice of a bundle of two candy bars). Four experiments provide strong evidence that consumers seek more variety when choosing from single than from bundled offerings. The offer framing effect shows that the mechanics of choosing—the ways consumers go about making choices of multiple items—affect variety seeking in a systematic manner. The data also suggest that the effect is largely due to the single offering frame. Theoretical and managerial implications are discussed.

AB - Choices of multiple items can be framed as a selection of single offerings (e.g., a choice of two individual candy bars) or of bundled offerings (e.g., a choice of a bundle of two candy bars). Four experiments provide strong evidence that consumers seek more variety when choosing from single than from bundled offerings. The offer framing effect shows that the mechanics of choosing—the ways consumers go about making choices of multiple items—affect variety seeking in a systematic manner. The data also suggest that the effect is largely due to the single offering frame. Theoretical and managerial implications are discussed.

UR - http://www.scopus.com/inward/record.url?scp=84928229211&partnerID=8YFLogxK

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U2 - 10.1086/678193

DO - 10.1086/678193

M3 - Article

AN - SCOPUS:84928229211

SN - 0093-5301

VL - 41

SP - 953

EP - 964

JO - Journal of Consumer Research

JF - Journal of Consumer Research

IS - 4

ER -