This article introduces different frames of quantity-discount bundles and investigates the framing effects. Four studies indicate that the traditional quantity discount strategy is not the best approach. The results indicate that the incremental-unit frame (e.g., “pay 60% of the second”) induces consumers to perceive more fairness than the all-units frame (e.g., “Pay 80% of the two”) and show that the framing also affects the perceived price of the incremental unit. Moreover, we further demonstrate that the framing effect on choice is moderated by need for cognition. Low NFC consumers are more likely to purchase products following incremental-unit frame (vs. all-units frame). As expected, the effect is eliminated for high NFC consumers. In addition, we also find females or low age consumers are more likely to purchase the offer that is promoted with an incremental-unit format.