The Influence of Bundling Type on Ambivalent Response: The Moderating Roles of Product and Consumer Characteristics*

This study is to investigate the influence of bundling type on ambivalent response which a state having simultaneous conflicting reactions, beliefs, or feelings towards bundled packaging. It hypothesized that hedonic packaging would trigger more than utilitarian one. And it examines moderating roles product characteristic variables such as criteria evaluation attribute and choice set size relationship between response. also looks into effects consumer mental account, simulation Hypotheses are follows. H1: The will be different. Specifically, likely have higher H2: vary depending attribute. H2-1: In case packaging, multi-finality uni-finality. H2-2: uni-finality multi-finality. H3: size. H3-1: large number alternatives small ones. H3-2: H4: account. H4-1: account no interaction effect H4-2: specific level comprehensive H5: simulation. H5-1: process-focused outcome-focused H5-2: Several experiment conducted collect data. subject samples selected from college students using convenience sampling method in Daejeon Metropolitan City. Laundry detergent ramen experimental products. data analyzed with IBM SPSS 24.0 statistics program. T-test (H1) 2×2 analysis variance (H2, H3, H4, H5) used test hypotheses. addition, frequency reliability conducted. results can summarized First, revealed has different product. triggers Second, shows role affecting Third, Fourth, there difference Fifth, end, implications, limitations future research directions based discussed suggested.