What a deal! The science of bundle packages

©Andrew Robles (2017)

REPORT

21 Jul 2017

From clothing subscriptions to holiday plans, bundle packages are everywhere – but what’s their appeal? Canvas8 spoke with Ayelet Fishbach and Franklin Shaddy, researchers at the University of Chicago’s Booth School of Business, to learn what makes a bundle more valuable than its separate parts.

Sectors
ShoppingBehavioural Sciences
Location
Global

Franklin Shaddy

Franklin Shaddy is a doctoral candidate in behavioural marketing at the University of Chicago Booth School of Business. His research interests include judgment and decision-making in the marketplace, with an additional emphasis on goals and motivation.

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