Don't Bundle Cheap and Expensive Items

Customers focus on the average, rather than the sum.

Nick Kolenda
Updated on
$500 fitness gym being bundled with $5 fitness DVD

Cheap items detract value from expensive items. Don’t bundle a $500 home gym with a $5 fitness DVD (Brough & Chernev, 2012).

Customers sum these values, but subconsciously, they also average them. In addition to $505, it also feels like $250.

  • Brough, A. R., & Chernev, A. (2012). When opposites detract: Categorical reasoning and subtractive valuations of product combinations. Journal of Consumer Research, 39(2), 399- 414.