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The Offer Framing Effect: Choosing Single versus Bundled Offerings Affects Variety Seeking

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  • Mauricio Mittelman
  • Eduardo B. Andrade
  • Amitava Chattopadhyay
  • C. Miguel Brendl

Abstract

Choices of multiple items can be framed as a selection of single offerings (e.g., a choice of two individual candy bars) or of bundled offerings (e.g., a choice of a bundle of two candy bars). Four experiments provide strong evidence that consumers seek more variety when choosing from single than from bundled offerings. The offer framing effect shows that the mechanics of choosing--the ways consumers go about making choices of multiple items--affect variety seeking in a systematic manner. The data also suggest that the effect is largely due to the single offering frame. Theoretical and managerial implications are discussed.

Suggested Citation

  • 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.
    • Handle: RePEc:oup:jconrs:doi:10.1086/678193
    DOI: 10.1086/678193
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    Cited by:

    1. Kim, Jungkeun, 2020. "Impact of the perceived threat of COVID-19 on variety-seeking," Australasian marketing journal, Elsevier, vol. 28(3), pages 108-116.
    2. Martenson, Rita, 2018. "Curiosity motivated vacation destination choice in a reward and variety-seeking perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 70-78.
    3. Reeti Agarwal, 2018. "Indian Customers’ Attitude Towards Bundling: A Basis for Classification and Targeting," Global Business Review, International Management Institute, vol. 19(2), pages 510-531, April.
    4. Murray, Scott D. & Jin, Hyun Seung & Martin, Brett A.S., 2022. "The role of shopping orientation in variety-seeking behaviour," Journal of Business Research, Elsevier, vol. 145(C), pages 188-197.
    5. Wang, Yan & Jiang, Jing & Yang, Ying, 2023. "Magic odd numbers: The effect of numerical parity on variety-seeking," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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