Charge Divisible Prices in Bulk Bundles

Consider a 3-pack of candles for $15.

Each candle would cost $5. Pretty good, right?

If you lower the bundle price to $14.50, now each candle would cost $4.83. But ironically, this cheaper price is less appealing because it lacks divisibility.

Customers preferred:

• 4-pack of body wash for $16 (vs. $15.30)
• 6-pack of tissues for $18 (vs. $17)
• 8-pack of toothbrushes for $16 (vs. $15.41)
• 11-pack of cashews for $11 (vs. $10)

(see Park et al., 2023).

Why It Works

• Easier to Imagine Usage. In a 3-pack of candles for $15, customers can easily calculate $5 per candle. This calculation shifts their attention from the bundle to the units. Customers imagine the candles as discrete items, easing their ability to imagine usage scenarios (e.g., one for the living room, one for the bathroom, one for the bedroom).

How to Apply

• Adjust Prices or Quantities. Whichever can help you reach divisibility.
• Multiples Can Work Too. Like 4 small pizzas with 6 toppings for $24 (King, & Janiszewski, 2011).
• Charm Prices Might Work Too. Instead of $15.00, try $14.99. Customers might round up to $15 for divisibility, yet $14 would anchor a lower price for the bundle.

• Park, H., Kwon, J., & Bagchi, R. (2023). Is ‘4 for 16’ Better Than‘4 for 15.30’? The Price Divisibility Effect in Multipack Purchases. Journal of Consumer Research, ucad071.
• King, D., & Janiszewski, C. (2011). The sources and consequences of the fluent processing of numbers. Journal of Marketing Research, 48(2), 327-341.