From clothing subscriptions to holiday plans, bundle packages are everywhere – but what’s their appeal? Canvas8 spoke with Ayelet Fishbach and Franklin Shaddy, researchers at the University of Chicago’s Booth School of Business, to learn what makes a bundle more valuable than its separate parts.
Franklin Shaddy is a doctoral candidate in behavioural marketing at the University of Chicago Booth School of Business. His research interests include judgment and decision-making in the marketplace, with an additional emphasis on goals and motivation.