Predictably Irrational Chapter 3 – The Cost Of Zero Cost

To a neo-classical economist zero is just another price. To the average consumer it brings the magical connotations of free. We are always trying to get something for nothing so if something is free then consumers impulsively take the option. Ariely shows how this impulse comes with hidden costs that debunk the myth of rational consumers. Whether it’s from eating too much free food or accumulating worthless free pens, clickers etc, people are always trying to get a free lunch. Continue reading “Predictably Irrational Chapter 3 – The Cost Of Zero Cost”