Shot #70: Does order of product-bundle price affects our purchase decision?

Let's find out

Feb 07, 2023

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Do you think the order of the display price of a product bundle affects our purchase decision?

Let's find out.

If I were to ask you

Option 1: $29 for 70 items
or
Option 2: 70 items for $29

which one appears to be more lucrative?

Even though both the offers mean the same, our brain will find option 2 to be more beneficial.

There was a consumer research done by Bagchi & Davis, on how presentation order affects package perceptions.

They did an experiment on price position of a product bundle. The product messages were as follows :
- $29 for 70 items
- 70 items for $29

Their experiment showed the second message is more effective.

However, this holds true only if the following two conditions are satisfied

1. THE UNIT PRICE CALCULATION SHOULD BE DIFFICULT

When the calculation is difficult, customers use heuristics to make their purchase decision.

-If the first thing displayed is PRICE, customer focuses on COST.

-If the first thing displayed is QUANTITY, customer focuses on BENEFITS.

2. THE PRODUCT QUANTITY MUST BE LARGER THAN THE DISPLAY PRICE

With larger quantity, an anchoring effect occurs. Customers anchor on the high quantity (e.g. 70), and they perceive the combo at that price is an attractive deal.