Effects of Regulatory Focus on Consumer Preference for Variety and Non-Variety Bundles

This research examines the influence of consumer regulatory focus on preference for product bundles. Product bundling is a type promotion in which multiple products are combined as single comprehensive package, commonly accompanying with price discounts. focuses non-variety bundle that includes units same item and variety composed different vary terms ingredients, taste, or flavor, It hypothesized between two types bundles, (vs. non-variety) preferred consumers higher prevention) focus. prediction based theory people promotion-focus tend to seek diversification, whereas prevention-focus prefer safety their purchase. The results empirical studies show has significant Study 1 tested consumers’ chronic choice options. showed participants was significantly related bundle. Consumers focused were more likely select 2 re-examined by examining its attitude toward products. positively participants’ promotion-focus, prevention-focus. Consequently, present strong evidence evaluation focus, prevention result (Study 1) bundles 2). paper also theoretical contributions, managerial implications, limitations, directions future research. contribute domains presenting one characteristics types. sales testing factors In addition, this presents important practical implications. For instance, highlights importance identifying right target when promoting bundled A firm should marketing effort