Conference Presentation | 01 Jun 2005

To Add or Not to Add? The Effects of Add-ons on Product Evaluation

by Marco Bertini, Elie Ofek and Dan Ariely

Language: English

Format: Print

Citation:

Bertini, Marco, Elie Ofek, and Dan Ariely. "To Add or Not to Add? The Effects of Add-ons on Product Evaluation." Paper presented at the INFORMS Marketing Science Conference, June 01, 2005.

For centuries Lafite has been the most admired wine Estate in the world. How does Baron Eric de Rothschild protect this crown jewel in a conservative manner while DBR develops other Chateaux blending wine programs, reaches out to new areas such as China and begins to take a more active interest in the world's number one market—the United States.

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