Effects of Risk Salience and Buyer Uncertainty

Abstract

Marketers commonly bundle two or more products or services into a single offering as a way to influence consumer choice (Guiltinan 1987) however, little research has empirically examined ways that marketers can increase consumer preference for bundled items. This is an important issue not only because of the frequency with which marketers offer bundles, but also because consumers who buy a bundle often spend more than consumers who select individual items (Guiltinan 1987 Drumwright 1992), and are often easier to service (Guiltinan 1987).