Marketing Letters

, Volume 19, Issue 2, pp 125–139 | Cite as

Framing effects in mixed price bundling

  • Timothy J. Gilbride
  • Joseph P. Guiltinan
  • Joel E. Urbany


In mixed price bundling, the consumer has the choice of buying the individual products separately, as part of a bundle with a discounted price, or not purchasing them at all. Framing effects refer to how the price of the bundle is presented to the consumer. Past studies have focused on perceptual measures and aggregate level results, and have only looked at a subset of different types of price framing in any one study. In this paper we use discrete choice data to investigate whether price framing affects choice in mixed price bundles. We find that the joint, integrated frame results in the highest proportion of respondents choosing the bundle and the fewest choosing “none.” When the prices of items in a bundle are itemized, some consumers are more likely to compare prices separately to their reference prices to evaluate the attractiveness of the deal, but this actually reduces the probability of purchasing the bundle. However, the majority of consumers do not use reference prices and instead follow a simple economic choice model.


Bundling Pricing Framing effects Hierarchical Bayes 


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Copyright information

© Springer Science+Business Media, LLC 2007

Authors and Affiliations

  • Timothy J. Gilbride
    • 1
  • Joseph P. Guiltinan
    • 1
  • Joel E. Urbany
    • 1
  1. 1.Mendoza College of BusinessUniversity of Notre DameNotre DameUSA

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