Research card · rust
Free is not merely very cheap.
Moving a price to zero may change the category of the decision.
These responses improve S2W’s visual language across this project and approved S2W API surfaces. No visual is replaced or published automatically.
The standard model
Lower price should raise demand as the cost-benefit equation improves.
Zero behaves differently
Published experiments found that moving a cheaper option from a small positive price to zero changed choices more than a simple price-difference account predicted.
The interpretation
The researchers argued that free can create an additional positive affective response.
free may change not only the price, but the category of the decision.
Margin note
Zero can be a boundary, not merely a smaller number.
Source & provenance
CITED RESEARCH + S2W INTERPRETATION
Original S2W editorial object.
- Provenance type
- research summary
- Confidence
- verified research summary
Did the thought land?
