Research finds consumers purchase greater variety of products when they are packaged individually rather than bundled together

Do consumers make the same choices when products such as beer, soft drinks, or candy bars are sold individually or in bundles? According to a new study in the Journal of Consumer Research, consumers purchase a greater variety of products when they are packaged individually rather than bundled together.
Researchers at the Universidad Torcuato Di Tella in Argentina found that when consumers choose multiple products, they are influenced by the mere mechanics of choosing, regardless of their product preference. Consumers are more likely to seek variety when choosing from single rather than bundled products (Press Release Journal of Consumer Research, 14 October 2014).
Click here for the press release (48 kB).

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