When a large item and a small one are packaged together, consumers often perceive the overall value to be less than that of the large item, according to a new study in the Journal of Consumer Research. This applies to information as well as products and gifts.
"People who evaluate a bundle follow an averaging strategy, which leads to less favorable judgments when mildly favorable pieces are added to highly favorable pieces," write authors Kimberlee Weaver (Virginia Tech), Stephen M. Garcia, and Norbert Schwarz (both University of Michigan).