Considerable research demonstrates a “compromise effect” showing preference for “middle” options. Yet, in the context of bundles, the “middle” option in a choice set can be composed in multiple ways. First, a bundle may include only purely moderate options (e.g., individual stocks...

Dynamic pricing practices by sellers in response to segment and individual-level differences have been made more feasible as internet buyer behavior increases. While benefits from these pricing practices can accrue to sellers and buyers, the potential for (un)fairness perceptions to mitigate...

This article explores the phenomenon of “hyperopia,” or an aversion to indulgence, as introduced by Kivetz and Simonson (2002) and Kivetz and Keinan (2006). We first develop a measure to capture hyperopia as an individual difference. Three empirical studies use this measure to demonstrate...