Attribute Discounts to Emotional Products

We want to buy emotional products, but we need justification.

Bundle of salad and cupcake with $1 discount on cupcake


Attribute a discounted price to the emotional product inside a bundle (Khan & Dhar, 2006).

...framing the discount on the hedonic item provides a justification required to reduce the guilt associated with the purchase of such items. (Khan & Dhar, 2010, p. 18)

  • Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice. Journal of Marketing Research, 43(2), 259-266.
  • Khan, U., & Dhar, R. (2010). Price-framing effects on the purchase of hedonic and utilitarian bundles. Journal of Marketing Research, 47(6), 1090-1099.