Companies often sell their products in a price bundle at a discount. These discounts can be presented to consumers in various ways.

Past studies have predominantly focused on the short-term effects of various price reduction frames within bundle offers. The primary purpose of this paper is to investigate the post-promotion effects of presenting a product within differently framed price bundles on consumers’ assessment of this product.

A choice-based conjoint design is applied to investigate purchase probability and willingness to pay. The results of the study indicate, among other findings, that the evaluation of a product can deteriorate if this product is presented in a price bundle and that this effect depends on the framing of price discounts in the bundle.

公司经常以折扣价格捆绑销售其产品。这些折扣可以通过多种方式呈现给消费者。

过去的研究主要集中在捆绑销售中各种降价框架的短期影响。本文的主要目的是调查在不同的价格组合中展示产品的促销后对该产品的消费者评估的影响。

应用基于选择的联合设计来调查购买概率和支付意愿。除其他发现外，研究结果表明，如果产品以价格捆绑形式呈现，则对该产品的评价可能会恶化，并且这种影响取决于捆绑中价格折扣的框架。