A multiple-item Likert-type scale designed to measure the degree to which a consumer views the utility received from two different forms of a product to be greater than the utility of the best single form.
Koukova, Nevena T., P. K. Kannan, and Brian T. Ratchford (2008), “Product Form Bundling: Implications for Marketing Digital Products,” Journal of Retailing, 84 (2), 181-194.
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