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dc.contributor.authorShampaner, Kristinaen_US
dc.contributor.authorAriely, Danen_US
dc.date.accessioned2008-06-12en_US
dc.date.accessioned2012-02-23T08:00:35Z-
dc.date.available2012-02-23T08:00:35Z-
dc.date.issued2006en_US
dc.identifier.urihttp://hdl.handle.net/10419/55576-
dc.description.abstractWhen faced with a choice of selecting one of several available products (or possibly buying nothing), a standard theoretical perspective suggests that the option with the highest benefitcost difference will be chosen. This analysis applies to all prices including the price of zero. In contrast, we propose that decisions about free products are different than simply subtracting costs from benefits, and that in fact the benefits associated with free products are perceived to be higher. We test this idea by contrasting the demands for two products (types of chocolate) across conditions that maintain the cost-benefit difference for the goods, but vary on whether the price of the cheaper good in the set is priced at a low positive price or at zero. Contrary to a standard cost -benefit perspective, the results show that, in the zero-price condition, the proportion of participants choosing the less attractive chocolate dramatically increases, while the proportion of participants choosing the more attractive chocolate dramatically decreases. Thus, individuals seem to act as if pricing a good as free not only decreases its cost, but also adds to its benefits. After documenting this basic effect, we propose and test several possible psychological antecedents of the effect: Social norms, Mapping difficulty, and Affect. The results suggest Affect as the most likely source of the effect.en_US
dc.language.isoengen_US
dc.publisherFederal Reserve Bank of Boston Boston, MAen_US
dc.relation.ispartofseriesWorking paper series // Federal Reserve Bank of Boston 06-16en_US
dc.subject.jelC93en_US
dc.subject.jelD40en_US
dc.subject.jelZ0en_US
dc.subject.ddc330en_US
dc.titleHow small is zero price? The true value of free productsen_US
dc.typeWorking Paperen_US
dc.identifier.ppn568812069en_US
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen_US
Appears in Collections:Working Paper Series, Federal Reserve Bank of Boston

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