Free effect in bundled offering: The positive emotional effect of free offers and the moderator role of framing effect
通过十项实验（总样本2458人），研究发现消费者更偏好包含免费组件的捆绑产品，这种偏好由“免费”一词引发的积极情绪驱动，且该效应在明确使用“免费”术语和应用于低价位、价格敏感选项时最强。
Drawing on Prospect Theory and framing literature, this research investigates the psychological and emotional effects of “free” framing in bundled pricing within hospitality settings. Across ten experimental studies (N = 2458), we demonstrate that consumers prefer bundled products that include a free component over economically equivalent offers without the “free” label. Specifically, we show that this preference is driven by positive emotional responses uniquely triggered by the word “free”—responses not replicated by equivalent “$0” or non-explicit framings. Furthermore, we identify key boundary conditions: the effect of “free” is strongest when the term is explicitly used and when it is applied to lower-tier, price-sensitive options and confirm that emotional responses underlie the observed effect. These findings contribute to the pricing and hospitality literature by clarifying how free framing enhances perceived value and consumer choice. Practically, marketers should emphasize “free” language to increase bundle appeal, particularly in competitive market segments.