Research paper
Shampanier K, Mazar N, Ariely D. Zero as a special price: the true value of free products. Marketing Science. 2007;26(6):742-757. doi:10.1287/mksc.1060.0254
Why we cite it
Experiments on the zero-price effect. Holding the price difference between two goods constant, the authors vary whether the cheaper one costs a low positive price or nothing: ”In contrast with a standard cost-benefit perspective, in the zero price condition, dramatically more participants choose the cheaper option, whereas dramatically fewer participants choose the more expensive option.” They test social norms, mapping difficulty and affect as explanations, and find affect ”the most likely account for the effect”.
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