The Aggregated Extremes Effect: Not All Routes to “Balanced” Bundles are Equally Appealing
Abstract
Prior research establishes that consumers are averse to extreme options, but what does a “moderate” option look like in the context of choices among bundles of items, such as investment portfolios or product assortment packs? We propose that for bundles, two paths to creating risk and reward balance exist: a “bundle‐of‐pure‐moderation” with all moderate‐risk–moderate‐reward (moderate RR) components and a “bundle‐of‐extremes,” composed of equal...
Paper Details
Title
The Aggregated Extremes Effect: Not All Routes to “Balanced” Bundles are Equally Appealing
Published Date
Aug 26, 2019
Volume
30
Issue
2
Pages
219 - 239
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