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Temptation Bundling: Why pairing a “should” with a “want” can make buyers happier

Imagine this… You just dropped some serious cash on a new elliptical machine. After spending an hour setting it up, you stand back to admire your new purchase. This thing has all the bells and whistles! At that very moment your significant other walks in the room and says with a chuckle, “It looks awesome. …

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