Regulatory focus theory identifies 2 kinds of orientation: a promotion-focused system in which the emphasis is on getting maximum gains; and a prevention-focused system in which the emphasis is on decreasing loss. These different orientations elicit different responses when bundle-pricing framing is encountered. This study was an investigation of the relationship between regulatory focus and bundle-pricing framing for different need levels. The results indicate that regulatory focus leads to differences in perceived loss for different bundle-pricing framing scenarios, particularly when the user needs only 1 product in the bundle. Thus, firms that use this strategy must determine whether or not bundle-price framing is suitable for regulatory focus at different need levels.
