The attribute framing effect is one of the most noted decision biases, which refers to the phenomenon that people show inconsistency in preferences or choices when identical attribute information is provided in different ways (Tversky and Kahneman, 1981). In marketing studies, price is a type of attribute information of a product and plays an import role in consumer decision making. A number of studies have probed into the influence of price framing on consumers' perceptions and purchase intentions (Chen et al., 1998; Khan and Dhar, 2010; Schmitz and Ziebarth, 2017). Chen et al. (1998) framed a discount in percentage terms (% off) vs. dollar terms ($ off) on differentially priced products, and suggested that a discount framed in dollar terms was more effective in enhancing consumer purchase intention of high-price product, whereas the opposite was true for the low-price product. Hamilton and Srivastava (2008) examined the pricing effect when the total price of a product and/or service was partitioned into two or more mandatory components. They found that consumers' reactions to price framing were moderated by the perceived consumption benefit of the components. Price framing effect was also observed in the bundling context (Khan and Dhar, 2010; Goh and Bockstedt, 2013). Bundling is a marketing practice of selling two or more products as a single package for a special price. It was noted that the purchase likelihood was higher for cross-category bundle when the price reduction was described as savings on the relatively hedonic item instead of as savings on the utilitarian item (Khan and Dhar, 2010). Moreover, consumers' intention to buy a customized bundle of information goods as well as the size of chosen bundling was greatly impacted by different multipart pricing schemes (Goh and Bockstedt, 2013).