Bundling information goods of decreasing value

• 成果类型: Article
• 署名作者: Geng, XJ; Stinchcombe, MB; Whinston, AB
• 署名单位: University of Washington; University of Washington Seattle; University of Texas System; University of Texas Austin; University of Texas System; University of Texas Austin
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.1040.0344
• 发表日期: 2005
• 页码: 662-667
• 关键词: Bundling; electronic commerce; price discrimination; digital products

摘要

Consumers' average value for information goods, websites, weather forecasts, music, and news declines with the number consumed. This paper provides simple guidelines to optimal bundling marketing strategies in this case. If consumers' values do not decrease too quickly, we show that bundling is approximately optimal. If consumers' values to subsequent goods decrease quickly, we show by example that one should expect bundling to be suboptimal.