Conclusions
To summarize, the current study investigated the price framing effect and its associated underlying neural mechanisms in a bundling context, and demonstrated that different price frames were processed differently. The behavioral results showed that ZP, in contrast to NP, led to a higher purchase rate, suggesting a more positive affect elicited by the zero-priced component that motivated buying decision. Moreover, a shorter RT was observed for ZP instead of NP due to the lower processing difficulty. At the neural level, ZP triggered larger LPP amplitude than NP, which might be a result of the more positive affect induced by the former condition. Overall, this study took a preliminary step toward uncovering the neural correlates of price framing effect, which may benefit future marketing studies.