The Power and Danger of Free

Adapted from The 5 Most Persuasive Words

in the English Language

Gregory Ciotti

A study by Dan Ariely ,first asked people to choose between a 1 cent Hershey Kiss or a 15 cent Lindt truffle (about half its actual value, generally considered a richer, superior chocolate).In other words, tastes were found to be very much in favor for the truffle. I mean, who’s going to pass up a deal, right?

Later though, another random group of subjects seemingly flipped on their opinion of these two treats. When the price was reduced by one cent for both brands (meaning the Kiss was now free), people altered their choices drastically.

Although in the first test it appears we simply can’t pass up a deal, as it turns out, we really can’t pass up a steal. Although the relation in prices remained the same (a 14 cent difference between the two), people chose the Kiss far more often when it was free.

Everybody loves free.

People love free stuff so much they’ll actually make different choices, even when the respective value of the item or service remains the same.Dan Ariely revealed this startling fact in his book Predictably Irrational, where he examined a very unusual “battle” between Lindt chocolate truffles and Hershey Kisses.

As we’ve seen here, there is a certain danger in offering things for nothing .

Having something for free will attract more people. But that will most certainly include a

fair share of “bargain hunters” who aren’t likely to turn into people who take

responsibility for their own achievements.

The Power and Danger of Free