LAUSR

Purpose To assess consumer evaluations of bonus packs offered with price discounts. Design/methodology/approach Four laboratory experiments and a content analysis. Findings The opportunity to obtain a price discount was available for approximately 25 percent of the bonus packs found in a content analysis. Consumers evaluated an offer containing a low bonus amount and a high price discount more positively than an offer containing a high bonus amount and a low price discount, despite both offers providing a similar underlying price per unit. Moreover, consumer evaluations of a bonus pack can be enhanced by providing a price discount rather than offering it at the regular price. Research limitations/implications Future research could examine consumer reactions to bonus packs offered with discounts contingent on obtaining multiple quantities (e.g., BOGO; a multiple-unit price providing a lower price per unit than the single unit’s price) to determine whether the results of the present research extend to these...