14 cents are not always 14 cents – and zero is often more

Psychologist and behavioural economist, Dan Ariely, and colleague Kristina Shampan’er examined the power of the word FREE. They undertook a series of experiments involving two scenarios: Scenario 1 – a quality chocolate priced at 15 cents and a cheaper chocolate priced at 1 centScenario 2 – a quality chocolate priced at 14 cents and a…

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