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Greater than the Sum of the Parts: How Bundling Creates Value
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| 자료유형 | 학위논문 |
|---|---|
| 서명/저자사항 | Greater than the Sum of the Parts: How Bundling Creates Value. |
| 개인저자 | Shaddy, Franklin. |
| 단체저자명 | The University of Chicago. Business. |
| 발행사항 | [S.l.]: The University of Chicago., 2018. |
| 발행사항 | Ann Arbor: ProQuest Dissertations & Theses, 2018. |
| 형태사항 | 128 p. |
| 기본자료 저록 | Dissertation Abstracts International 79-11A(E). Dissertation Abstract International |
| ISBN | 9780438088412 |
| 학위논문주기 | Thesis (Ph.D.)--The University of Chicago, 2018. |
| 일반주기 |
Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.
Adviser: Ayelet Fishbach. |
| 요약 | In my dissertation research, I explore the psychology of bundling. Bundling is defined as the sale of two or more separate products (i.e., goods or services) in a single package, for a single price. Bundles are typically sold at a discount (rela |
| 요약 | But this literature overlooks how bundling itself might provide utility to consumers beyond just discounts. My dissertation fills this void by suggesting that when multiple products and services are combined and offered as a single unit, consume |
| 요약 | In Chapter 1, I examine how combining products into bundles affects valuation. In particular, I demonstrate a novel asymmetric effect: Consumers demand more compensation for and experience greater dissatisfaction from the loss of items from bund |
| 요약 | In Chapter 2, I examine whether people prefer combining events with close others through timing. Specifically, I explore the preference for simultaneity, which I define as the preference for events that happen to the self and to close others to |
| 요약 | Finally, in Chapter 3, I propose that bundles can potentially connect people. My theory of the psychology of bundling argues that people form gestalt impressions of bundles. Consequently, the components of bundles are be perceived as fundamental |
| 일반주제명 | Marketing. |
| 언어 | 영어 |
| 바로가기 | 
: 이 자료의 원문은 한국교육학술정보원에서 제공합니다. |
