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The offer framing effect: a replication and extension

Author

Listed:
  • Louisa M. Pfeifer

    (Institute of Marketing, University of Hamburg)

  • Thomas F. Schreiner

    (UNSW Business School)

Abstract

The article by Mittelman et al. (2014, Journal of Consumer Research, 41(4):953–964) introduced the offer framing effect, suggesting that consumers exhibit greater variety-seeking behavior when selecting products sequentially (single offering) compared to choosing from bundles (bundled offering). The opposite was found by O’Donnell et al. (2023, Journal of Consumer Research, 49(5):861–881), resulting in opposing management implications. To clarify the direction of effect, we conducted four studies in two product categories and found evidence of a stronger preference for variety in bundled offering conditions (compared to single offering conditions), replicating O’Donnell et al.’s (2023) findings. However, utilizing logistic regression analyses, we identify product liking discrepancies as the primary driver of variety seeking. We further reveal that the offer framing effect is more distinctive for choices between products with prosocial attributes compared to hedonic attributes. Our findings provide valuable insights for marketers aiming to optimize product bundling strategies.

Suggested Citation

  • Louisa M. Pfeifer & Thomas F. Schreiner, 2025. "The offer framing effect: a replication and extension," Marketing Letters, Springer, vol. 36(1), pages 171-182, March.
    • Handle: RePEc:kap:mktlet:v:36:y:2025:i:1:d:10.1007_s11002-024-09739-1
    DOI: 10.1007/s11002-024-09739-1
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    References listed on IDEAS

    as
    1. Mauricio Mittelman & Eduardo B. Andrade & Amitava Chattopadhyay & C. Miguel Brendl, 2014. "The Offer Framing Effect: Choosing Single versus Bundled Offerings Affects Variety Seeking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 953-964.
    2. Shuili Du & C. B. Bhattacharya & Sankar Sen, 2011. "Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier," Management Science, INFORMS, vol. 57(9), pages 1528-1545, March.
    3. repec:oup:jconrs:v:49:y:2023:i:5:p:861-881. is not listed on IDEAS
    4. Vithala R. Rao & Gary J. Russell & Hemant Bhargava & Alan Cooke & Tim Derdenger & Hwang Kim & Nanda Kumar & Irwin Levin & Yu Ma & Nitin Mehta & John Pracejus & R. Venkatesh, 2018. "Emerging Trends in Product Bundling: Investigating Consumer Choice and Firm Behavior," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 5(1), pages 107-120, March.
    5. Simona Romani & Silvia Grappi & Richard Bagozzi, 2013. "Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values," Journal of Business Ethics, Springer, vol. 114(2), pages 193-206, May.
    6. R. Venkatesh & Wagner Kamakura, 2003. "Optimal Bundling and Pricing under a Monopoly: Contrasting Complements and Substitutes from Independently Valued Products," The Journal of Business, University of Chicago Press, vol. 76(2), pages 211-232, April.
    7. Mauricio Mittelman & Eduardo B. Andrade & Amitava Chattopadhyay & C. Miguel Brendl, 2014. "The Offer Framing Effect: Choosing Single versus Bundled Offerings Affects Variety Seeking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 953-964.
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