Free ain't always free.

The other day my roommate and I were shopping for groceries. We knew we were out of peanut butter (a household favorite) and wanted to invest in some more. Since we will be moving out in a month, I suggested we get the smaller container for less of a hassle later. She pointed out the sign under the containers and stated "It's buy two get one free!" 

Free, oh you devilish little word. I remembered back to the readings and how product sales are designed to make you think you are getting a better deal, when really you are getting the exact same. They are also designed to make you spend more money than you initially would have. 

I tried to inform her that, even by getting the extra, unnecessary, container of peanut butter, we would be spending more money than we initially would have. But would she listen. No. And now I am stuck with PB&Js for every meal until we move out. 

Why did his happen? Humans make decisions without rationalizing the outcomes of their choices. With the opportunity to receive something for free, the actual value of the product or service is no longer considered. As Ariely explained, “Most transactions have an upside and a downside, but when something is FREE! we forget the downside. FREE! gives us such an emotional charge that we perceive what is being offered as immensely more valuable than it really is.” He recommends the consideration of the net benefits of the choices we make regarding both preference and money. Perhaps we would get the better deal and even save money if we did not react to free the way we do.Too bad he wasn't at T&C that fateful day.