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