For those newspaper advertising and business readers who stop by here – and for all the rest of us, who depend on them – here's an intriguing lesson about the power of "free."
From a site with the intimidating name "Neuromarketing" comes this summary of recent scientific research about how powerful the concept of "free" is when it comes to making decisions. Some argue that "the preference for free" seems hard-wired into our brains. In one experiment, most subjects chose a free Hershey's Kiss over a premium European chocolate truffle priced at 14 cents ...
I know editors who have been begging for a free classified product to help sustain readership at their papers. We've agreed at our I-20 meetings in Sacramento that free classifieds are clearly worht trying, but few folks have made much of an effort yet that I know of.
Am I wrong? I'd love to hear more. In the meantime, have a look at this research, and think about what it could mean in all areas of our marketing efforts.