An Empirical Study Of Bundling Sales Based On Mental Accounts

This article is based on the theory of psychological account and bundled sales,combined with the common marketing behaviors of all businesses,and compares and studies the two categories of bundled sales: the effect of combined bundle and leader-style bundle,and carries out two bundled sales methods for consumers.An experimental analysis of the effects of perceived value acquisition,perceived transaction value,and willingness to purchase.Secondly,the discount rate is included in the analysis of the relationship between the bundled mode and the perceived value,and on this basis,the influence of the discounted distribution mode on the perceived value of the customer is analyzed in the leader-style binding.The results of the study confirm that,in general,combined bundle discounts are more effective in raising consumer perceived value and increasing purchase willingness than leader bundle discounts.However,the discount rate plays a certain role in the adjustment.In particular,when the discount rate is too small,the leader-style bundling has an advantage.Secondly,if they are all leader-type bindings,according to Chris,there is often a certain degree of weight difference between products.If the two prices are the same,according to the reference dependency theory in psychological accounts,the “loss” relative to the “gain” value function is more steep.Therefore,the distribution of discounts to products with relatively low weights will give consumers higher perceived transaction value.