Service Marketing/ Non-Profit Marketing/ Ethics
This study examined the effectiveness of price bundling and whether that effectiveness varied by the discount format utilized. Exploring a movie-dining bundle in the entertainment setting, the study revealed that the bundle was preferred over individual item purchases. Mixed results were noted for the format preferences, and these are addressed in the discussion.
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Digital Commons@Georgia Southern License
Arora, Raj and Stoner, Charles R., "Effectiveness of Price Bundling in an Entertainment Setting" (2010). Association of Marketing Theory and Practice Proceedings 2010. 77.