A remarkable price framing effect was discovered: people showed higher purchase rate when they were presented with bundles that contained a free component than when presented with bundles in which each component was offered at a normal price. Such a finding might be due to the positive affect induced by the zero-priced component (Shampanier et al., 2007; Nicolau, 2012; Nicolau and Sellers, 2012; Votinov et al., 2016). Previous studies have demonstrated that when people have to choose between two products, they tend to switch their preference from the preferred more expensive product to the less preferable but cheaper alternative when the cheaper option is offered for free (Shampanier et al., 2007; Votinov et al., 2016). A free offer could invoke a stronger positive affect and become extraordinary attractive since the zero price not only symbolizes no-cost but also implies extra benefit. This positive affect is used by consumers as a central input for decision making so that they're inclined toward the free option (Shampanier et al., 2007; Hüttel et al., in press). The zero price effect is not only confined to single products but also applies in multi-component contexts when one of the components becomes free (Nicolau and Sellers, 2012; Baumbach, 2016). In this study, stronger positive affect was evoked by the tie-in product when it was offered free rather than when offered at a normal price. This affect could extend to the evaluation of the bundle and made the bundle in ZP ostensibly more attractive. As a matter of fact, if consumers were rational persons, they would buy the same amount of bundles under different price frames since the total price of a bundle remained the same across different frames. We argue that people do not always act as rational economic models predict but instead they make decisions based substantially upon bounded rationality (Simon, 1956; Gigerenzer and Gaissmaier, 2011). For a purchase decision based on price information, affect may play a key role in the decision-making processes (Nicolau and Sellers, 2012; Somervuori and Ravaja, 2013), which give rise to the probability of non-rational economic behavior. When an individual's attention is focused on the positive aspect of a bundle (i.e., the zero-priced component), favorable associations could be evoked between the free component and its cost/benefit, leading to a higher purchase likelihood.