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Bundle Building in the Arts: An Experimental Investigation
Author(s) -
Darveau Jessica,
d'Astous Alain
Publication year - 2014
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20720
Subject(s) - bundle , complementarity (molecular biology) , subtractive color , perception , the arts , psychology , marketing , selection (genetic algorithm) , business , computer science , artificial intelligence , art , visual arts , composite material , biology , genetics , materials science , neuroscience
Within the arts and culture sector, bundling is a commonly used strategy that consists in marketing a combination of products in a single package. Drawing from current examples in the arts and culture industry, the study presented in this article examines how different bundling strategies affect consumer decisions and perceptions. An experiment was conducted among a sample of 200 adult consumers where the complementarity of bundle items (complementary vs. noncomplementary) and mode of selection of bundle items (additive vs. subtractive) were jointly manipulated by means of a self‐administered questionnaire. Consistent with previous research, the results showed that consumers who construct an arts and culture bundle in a subtractive fashion end up with a greater number of items and a more expensive bundle. However, the impact of mode of selection on the bundle's perceived value was shown to depend on the complementarity of the items. These findings suggest that the recommendation of avoiding bundling noncomplementary products usually put forward in the bundling literature must be evaluated through a consideration of the type of strategy that is used to build the bundle.