Overcoming Monotony: How Consumption Matching Increases Appeal for Repeat-Use Products

초록

This study explores how marketers can enhance the appeal of products that require repetitive consumption. We propose that pairing a focal product with a peripheral product that matches in the number of consumption episodes (e.g., a diet plan with 30 meals paired with a promotional gift of 30 cans of coffee) significantly increases purchase intention. This product bundling strategy-which we term consumption matching-is driven by a reduction in consumers' anticipated boredom. Matching the number of consumption episodes encourages consumers to engage in mental simulation of alternating between the two products, thereby reducing the monotony typically associated with repeated use. Across a series of studies involving varied product categories, we demonstrate that bundles with matching (vs. mismatching) consumption frequencies lead to higher purchase intentions for repeat-use products. Importantly, this effect persists even when the matching bundle offers lower economic value or minimal functional complementarity. Finally, we show that the effect is mediated by reduced anticipated boredom and is most pronounced among consumers who are highly prone to boredom.

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