The Power of the Four Letter "F" Word!

An excerpt from a review of Predictably Irrational, on our unusual craze for free stuff.

Ask people if they'd like a 15-cent Lindt truffle or a one-cent Hershey's Kiss, and 73% buy the truffle. Drop a penny off the price of each — a 14-cent truffle or a free Hershey's Kiss — and only 31% choose the Lindt. Is eating the chocolate you don't really want worth saving a penny? Probably not. But in the economics of life, we often show bad judgment, like allotting too much value to things that are free.

Strangely, even though the best things in life are free, we don't get attracted to them.