1. The Power and
Danger of Free
Adapted from
The 5 Most Persuasive Words
in the English Language
Gregory Ciotti

3. 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?

5. 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.

6. 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.

7. 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.

8. The Power and
Danger of Free
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.