Analysis of price bundling and framing: the impact of availability and discount messaging
Sport, Business and Management
ISSN: 2042-678X
Article publication date: 19 July 2021
Issue publication date: 6 October 2021
Abstract
Purpose
The purpose of this study is to examine consumer behaviors toward a bundle of tickets and lodging using two different message framing: (1) scarcity framing for a high demand event, the All-Star Game, and (2) discount framing for a lower demand event, an MLB mid-week game.
Design/methodology/approach
Data were collected through two online surveys of 836 sport consumers in total on Amazon Mechanical Turk (MTurk) and were analyzed using a mix of analysis of variances (ANOVAs) and analysis of covariance (ANCOVA).
Findings
Consumers are likely to buy products separately in a scarce situation. When discounts are offered as benefits of choosing a bundle, consumers with high willingness to pay (WTP) have higher purchase intentions (PI) and perceived value toward cumulative discounts.
Originality/value
This is the one of few studies that investigate (1) price bundling of products from two disparate industries where consumer demands fluctuate, (2) the effects of scarcity in a bundle, and (3) all possible discount messaging in a bundle.
Keywords
Citation
Won, M. and Shapiro, S.L. (2021), "Analysis of price bundling and framing: the impact of availability and discount messaging", Sport, Business and Management, Vol. 11 No. 5, pp. 493-514. https://doi.org/10.1108/SBM-09-2020-0093
Publisher
:Emerald Publishing Limited
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