組合產品在市場上的運用已經相當廣泛。行銷業者經常將數個產品搭配銷售並提供價格上的優惠，然而消費者對於組合產品內促銷資訊的呈現方式十分敏感。本研究將重點放在組合產品行銷技巧的探討上，例如廠商應該如何呈現組合產品的促銷資訊，才能提高消費者的評價與購買意願，或者是業者如何透過資訊框架來降低促銷品的價值減損效果。實證資料顯示，廠商的促銷以不同的屬性框架或折扣框架呈現時，確實會對消費者的評價與選擇造成影響。
廠商可以選擇以正面或負面屬性框架來進行促銷。正面屬性框架指組合產品的優惠以消費者金錢節省的角度來描述。相反地，負面屬性框架則是透過折扣後消費者需要支付的金額多寡來呈現。研究結果建議廠商在進行組合產品促銷時，應採用正面屬性框架。促銷提高消費者在交易當時的評價，但長期而言，卻會造成促銷品的價值減損效果。研究發現，促銷資訊以正面屬性框架來描述，價值減損效果的幅度比負面屬性框架小。而此價值減損效果受到整個組合產品的折扣大小所干擾。
消費者對於組合產品的交易價值與購買意願，受到廠商折扣產品的選擇所影響。本研究驗證當廠商採取不同折扣框架時，消費者的感受不同。如果廠商針對組合內較不具吸引的產品折扣，或者是對於整體組合產品提供優惠，消費者的評價與購買意願最高。相反的，若折扣的產品是較具吸引力者，或者是廠商對組合內的所有產品優惠，較不受消費者喜愛。文章最後，將依據研究結果提出實務與學術上的建議，以及未來在組合產品議題的研究發展方向。

Bundling of products is very prevalent in the marketplace. Firms often sell their goods in bundles and offer a price discount. Consumers are very sensitive to the presentation of promotion information in bundle offers. This research concentrates on some tactical issues of bundling, such as how the promotion information of the bundle should be presented to consumers to improve evaluations and purchase intentions and decreases the value-devaluation effect. The results support the hypotheses that consumer’s evaluations and purchase intentions are influenced by both attribute framing and price discount framing.
Firm may choose to present the price of a product bundle in positive (describe how much consumers can save) or negative framing (describe the dollars that consumers should pay). The findings suggest that a bundle of positive framing is evaluated more favorably and chosen more often than of negative faming. Although price promotion can enhance the transactional value of the purchase, it triggers value devaluation effects. Consumers respond less value devaluation effects when the discount is positively framed than negatively framed. These value-devaluation effects are moderated by the discounts of a product bundle.
The impact of the price discount on the perceived transaction value and purchase intentions has been show to depend on which product is discount. In this article, the author reports on the experiment that examined the effects of such presentations on evaluations and choices as well as the underlying processing effects. The results suggest that the impact of a price discount on the evaluation and purchase intentions of the bundle will be greater when the discount is assigned to the less attractive product or the overall bundle. Finally, the author suggests directions for further research and implications for managers.

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