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Till now, none considered the pricing of substitute bundles, produced and sold at the manufacturer\u2019s level. Considering these, the effects of the above cognitive behaviours on the bundling pricing strategy are investigated. We develop several SC models, depending on the partner\u2019s cognitive biases, with two manufacturers, producing substitute bundles of two uncorrelated items and selling through a retailer. Using the Stackelberg game, prices and profits are evaluated. It is observed that overconfidence does not increase retailer\u2019s and overconfident \u2013 manufacturer\u2019s profits but is beneficial for another rational manufacturer. Against the retailer\u2019s fairness concern, her profit is augmented, but both manufacturers\u2019 profits are adversely affected. The combined effect of both cognitive biases is adjuvant for the retailer but maleficent for manufacturers. Managerial insights are presented.<\/jats:p>","DOI":"10.1051\/ro\/2023009","type":"journal-article","created":{"date-parts":[[2023,1,31]],"date-time":"2023-01-31T20:07:37Z","timestamp":1675195657000},"page":"401-425","source":"Crossref","is-referenced-by-count":10,"title":["Effect of fairness and overconfidence on pricing strategy of substitute bundles in a two-echelon supply chain"],"prefix":"10.1051","volume":"57","author":[{"given":"Sanchari","family":"Ganguly","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Mithu Rani","family":"Kuiti","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Pritha","family":"Das","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Manoranjan","family":"Maiti","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"250","published-online":{"date-parts":[[2023,3,15]]},"reference":[{"key":"R1","doi-asserted-by":"crossref","first-page":"1014","DOI":"10.1287\/mksc.1120.0725","volume":"31","author":"Bhargava","year":"2012","journal-title":"Market. 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