Experiment design

The experiment was designed to gain knowledge about causal relations, i.e., how the variables in

this experiment affect another and whether complementary item bundle induces relatively

concrete thinking, whereas exposure to a non-complementarity-item bundle heightens mindset

abstraction. The dependent variable is temporal distance and the independent variable is bundle

choice with preference as the mediator. The two bundles were presented in a current market

purchase scenario. The bundle had two products only – toothbrush and toothpaste on the

complimentary bundle whereas the non-complimentary bundle had toothpaste and hairbrush. The

participants were asked to imagine and they were in a shopping mall and had encountered the

two bundles in a store shelf.

Fig: Non-complementary vs complementary bundle

Appendix – Questionnaires
Variables Questions References
Bundle choice How often do you buy bundled products? Khandeparkar, K. (2014);
Meyer, J., Shankar, V., &
Berry, L.L. (2018)
How often do you buy non
complementary bundles?
To what extent do you think the products
complement each other?
It requires a higher level of information
processing before making non comp
bundle purchase, do you agree?

Preference Which bundle do you prefer? Choi, B., Poon, S.K., &
Davis, J.G. (2008); Harris, J.,
& Blair, E. A. (2006);
Knutsson, E. (2011).
Preference will be higher towards non-
complementary bundles, do you agree?
Preference plays a major role in making
purchase decision. Do you agree?
How likely are you to recommend your
preferred bundle to your friends?

Temporal Distance Complementary bundles don’t induce Levy, J.M., & Maheswaran, D.
concrete thinking, do you agree? (1992)
People will prefer non-complementary
bundles over complementary bundles
due to higher mindset abstraction. Do
you agree?
Would your decision change if the
situation involves low vs high temporal
distance?
When issue involvement is high,
variations in temporal distance should
have little influence on people's affective
responses. Do you agree?