The Effect of Optimal Discounting on Bundle Preference In Gift-giving Context: A Moderation Analysis

Oladunni Omebere-Iyari

Research output: Contribution to conferencePaperpeer-review


Bundling is the joint sale of two or more separate products at a single price, often discounted. When decision makers are faced with a bundle choice, they can opt to either purchase the bundle or any of its separate products. Gift-giving is a social activity that establishes relationships. Gift-giving situations can be voluntary or obligatory. In the former, the giver’s motivations for giving the gift are internal, while in the latter, their motivations are external.
Decision makers derive pleasure from the value a product provides (its acquisition utility) as well as the quality of the deal - its transaction utility. The latter can often lure them into making irrational expenditures- which bundles can sometimes be.
This study therefore aims to demonstrate that a larger discount size rather than a smaller one will influence a decision maker to choose a bundle over its components particularly when choosing an obligatory gift rather than a voluntary one.
Original languageEnglish
Publication statusPublished - 2018
EventBritish Academy of Management: Driving productivity in uncertain and challenging times - Bristol Business School, Universoty of West of England, Bristol , United Kingdom
Duration: 4 Sept 20186 Sept 2018
Conference number: 32


ConferenceBritish Academy of Management
Abbreviated titleBAM2018
Country/TerritoryUnited Kingdom
Internet address


  • Bundling, Gift-giving, Pricing


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