4 ms·
I wonder how much of this effect comes down to 0 effort, rather than the actual cost - If I'm stopped to sample a chocolate, the free one doesn't require me to
by Panzer04 4y ago
I wonder how much of this effect comes down to 0 effort, rather than the actual cost - If I'm stopped to sample a chocolate, the free one doesn't require me to take out my wallet or find change. As soon as both cost money, the 13c example is such a minimal amount more expensive I'd be way more open to trying it out.
- tasuki 4y agoThis sounds like the likely explanation. It's not the one cent, it's the hassle of taking out one's wallet and finding the right change.
- waqf 4y agoThey controlled for this (in the version of the experiment for which the results are reported in the article): they offered it as part of a campus cafeteria meal (and integrated it into the cafeteria billing), so the subjects were already paying for something whether they bought a chocolate or not. Source: http://people.duke.edu/~dandan/webfiles/PapersPI/Zero%20as%20a%20Special%20Price.pdf http://people.duke.edu/~dandan/webfiles/PapersPI/Zero%20as%2... (see Experiment 3)