简介：Currentliteraturesassumethataconsumer’swillingtopay(WTP)forabundleisequaltothesumofhisorherseparatereservationpricesforthecomponentgoodsandconcludesthatmixedbundlingissuperiortopurecomponentsinamonopolymarket.However,fullmixedbundlingisadiscountconductinordertoattractmoreconsumers,andthepriceofthebundlemustbelowerthanthesumofthepricesoftwoproducts,whichmustbeconsideredinaconsumers’WTPforthebundle.Then,ifconsumers’reservationpricesareheterogeneousandsubjecttotheuniformdistribution,wecandrawoppositeconclusions:FullmixedbundlingisdisadvantageoustofirmswhenStackelbergpricing.Theprofitunderfullmixedbundlingislessthanthatunderpurecomponents.
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