Should You Give Customers What They Need �� or What They Want?
What sounds more appealing: a package that bundles a discounted state-of-the-art iPhone with a roll of full-priced paper towels, or one that offers the iPhone at its usual price along with a savings on the paper towels?? If your customers are like the subjects of a recent academic study, they’ll choose the first option. While this is an extreme and highly unlikely example of the increasingly common marketing practice of bundling un
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