Bundling

This content is for Premium Plus and Premium members only.
Log In Register
Print Friendly, PDF & Email

Identification

This is when many things are piled on top of a package deal, with additional components thrown in to seem like a gift and thus trigger a reciprocal gesture of acceptance. Sellers may throw something in to close a deal even if that thing is unneeded[1].

Example

Any “meal deal” type offer would qualify as an example. Cable companies use this tactic by offering lots of content that is not valuable, such as a free land line when most people prefer cell phone services.

Solution

To counter this, disaggregate and question the cost of each element. Focus on your needs. Direct comparisons may be illusory[2], so it can be useful to make a matrix comparison and let vendors respond to empty cells in your table.

Search Tactics

Tactics Engine

Tactics Engine Main Page