How Buyers Evaluate Product Bundles: A Model of Anchoring and Adjustment
研究买家如何评估捆绑销售的产品组合，发现买家会以最重要的产品为锚点，再根据其他产品调整整体评价，对营销策略制定者有用。
Bundling, the joint offering of two or more items, is a common selling strategy, yet little research has been conducted on buyers' evaluation of bundle offers. We developed and tested a model of bundle evaluation in which the buyers anchored their evaluation on the item perceived as most important and then made adjustments on the basis of their evaluations of the remaining bundle items. The results of two computerized laboratory experiments suggested that people tend to examine bundle items in a decreasing order of perceived importance and make adjustments to form their overall evaluation of the bundle. Copyright 1994 by the University of Chicago.