Choosing the Forest or the Trees: Consumer Satisfaction When Choosing Bundled vs. a la Carte Options
Abstract
In some decision making contexts, consumers must choose from among pre-bundled options, while in others, consumers can create their own “bundle” from individual options. This research proposes that choosing from among pre-bundled options vs. choosing from among individual options to form a bundle triggers different decision processes, and in turn, affects decision satisfaction. In three experimental studies, we find that consumers choosing among pre-bundled options will be more likely to approach the decision holistically and engage in abstract thinking, which will increase their focus on choosing the best or the most desirable options. In turn, choosing among pre-bundled options leads to increased decision satisfaction. The paper concludes with theoretical and managerial implications of choosing among pre-bundled vs. individual options as well as directions for future research.
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