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The Concept of Bundling: When the Package Contains More than Its Parts

Part 4. Advertising and Integrated Communication

  1. Michael Kamins

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04025

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Kamins, M. 2010. The Concept of Bundling: When the Package Contains More than Its Parts. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. State University of New York (SUNY) at Stony Brook, Stony Brook, NY, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

In the marketing discipline, “bundling” has been defined as the sale of two or more separate products in one package. This article examines bundling from an in-depth perspective discussing various characteristics of the concept inclusive of bundle forms and content. Taking a promotional perspective, the most impactful way to motivate the purchase of a bundle is revealed with a theoretical basis in mental accounting and prospect theory. The article concludes with suggestions for areas that are ripe for further research in the area of bundling.

Keywords:

  • Bundle;
  • prospect theory;
  • mental accounting;
  • attribution;
  • mixed bundle;
  • BOGO;
  • disconfirmation