Commiting to Zero

In his fascinating book, Predictably Irrational, Dan Ariely describes the lure of the zero priced item. Dan provides examples from the real life: in his experiments, people selected Lindt truffles for 30 cents over Hershey kisses for 3 cents, but when given a choice, preferred a now free Hershey kiss over 27 cents truffle. The conclusion from this experiment and many other is clear: we love free.
No other place as the Silicon Valley has ever produced more free stuff: we have a free search, free reviews, free price comparison and free web conferencing. Almost everything is offered for free, in an attempt to win us over and break our old paying habits. In a rational world, we would have carefully considered the benefits of each option and select the best for us, no matter if it is free or not. In Ariely’s predictably irrational world, we will always go for the free option.