Free kisses beats bargain truffles!
In a behavioral experiment, subjects were given a choice to pick between two kinds of chocolate – the cheaper Hersey’s kisses and the tastier Lindt’s truffles.
In the first test, the Hersey’s kisses were priced at 1 cent each and the truffles at 15 cents each. Nearly three out of four chose the truffles, which is an understandable choice since it was about half the actual cost.
In the second test, the kisses were offered for free and the truffles priced at 14 cents each. This time around, two thirds of the subjects chose the Hersey’s kisses.
Even though the difference in prices was the same, the idea of free made a huge difference.
The neuromarketing blog has an interesting post quoting “Predictably Irrational” by Dan Ariely.
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Photo: Matthew Boughner
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