Consumer Preference for Food Bundles under Cognitive Load: A Grocery Shopping Experiment.

ABSTRACT: Product bundling is a common retail marketing strategy. The bundling of food items has the potential to increase profits in the grocery sector, particularly for fresh produce, which often has lower profit margins. Although prior work suggests consumers prefer bundles because they require less cognitive effort to select, no study has yet experimentally manipulated cognitive load when food bundles are included in the choice set. To test whether bundle preference differs when cognitive resources are constrained, a grocery shopping experiment was conducted with 250 consumers in the midwestern U.S., in a laboratory that featured a grocery store display. Consumers who grocery shopped under cognitive load had a higher odds of selecting a food bundle even when the bundle did not offer a price disc

SUBMITTER: Carroll KA 

PROVIDER: S-EPMC8997493 | biostudies-literature | 2022 Mar

REPOSITORIES: biostudies-literature