"Zero"

From the audio book chapter on Free: Why is "zero" such a hot-button word?

In the audio book, the narrator described that "zero" is an "emotional hot button" and "a source of irrational excitement". "Zero" is easy to say but difficult to measure. Having "zero" makes people think less and has the opportunity to make decisions easier. If something is presented with "zero" we don't have to question ourselves to open our wallet. An example they gave in the audio book was a chocolate experiment. They had Lindt truffles and Hershey kisses for customers to buy. In the first experiment, the truffles were 15 cents and the kisses were 1 cent. Naturally, people paid more for the truffles. Then the second experiment, they lowered the truffles price 14 cents and the kisses were "zero" or free. The kisses this time around were consumed more even though they were still 14 cents difference, the fact that they were free, made them wanted more. However, the question of quality comes to mind when something is free in society. But just because something is free doesn't mean that it's quality has been taken away too. When something is free, we forget the down side. Things seem more valuable if it's free. The example they gave in the audio book was that if you were to go out and buy socks wanting padded and gold toe, but then you enter a store and there are regular socks for free. You end up leaving with the free socks even though they aren't padded or gold toe, but they are more valuable because they are free. However, the only down side of having free things, is that people don't care as much about the product. We don't take care of it. We become hoarders and gluttony takes over. Free gives people confidence because you can try it without consequence, since it was free.

"Zero" is a hot-button because it gives people an easier choice. If something is free, then they don't have to think about taking it, it's free, why not take it? With the kisses and the socks example, we value free things a lot more in this society because it's just an easier decision and we don't have to reach for the wallet. It's exciting knowing something of quality is free.