The purpose of this research was to examine the effect of single vs. bundle price location, number complexity, and price arrangement of bundle choice. Results of a series of experiments showed that due to perceived difficulty of subtraction (or computation complexity), consumers tended to perceive less magnitude of the price difference between a single and a bundle product and choose more bundles when the single price/low price was placed left and the bundle price/high price was placed right as compared to when the bundle price/high price was placed left and the single price/low price was placed left. Number complexity moderated the effect of the price location on the magnitude of the price difference. Furthermore, when the single-bundle prices were displayed horizontally, consumers perceived less magnitude of the price difference between a single and a bundle product and chose more bundles than when the singlebundle prices were displayed vertically. Theoretical and practical implications were further discussed.