Mixed-joint or Mixed-Leader Bundle? The Framing Effects of Price Discount on Bundle Evaluations

This research tests the framing effects of bundle price discount on consumer evaluations of a bundle. Drawing upon attribution theory, this article investigates consumers’ diversified responses to a mixed-joint and a mixed-leader bundle with an equivalent price discount. The results of this study indicate that a mixed-leader bundle generates more negative attributions pertaining to bundle components, leading to less favorable attitudes toward the bundle than a mixed-joint bundle. Theoretical implications of the findings and future research directions are discussed at the end.