Al Blanco Posted over 1 year ago Dan Ariely: Are we in control of our own decisions? I will attempt to elaborate... Because the base price of the print only option is $125 AND the base print of the online only options is $59, it is reasonable to assume that the print + online options FOR THE SAME PRICE represents a SAVINGS of $59 and would therefore naturally be the most attractive option; even if, and this is the important part, that particular free merchandise would not be the primary choice. The seconds experiment shows two options, each with its own price. Both options, and this is important, DELIVER THE SAME CONTENT!. Given the choice between two options, one which provides the desired content in a manner the this generation is very comfortable with (i.e. online) and the "uplifted" offer of online + print (for more than double the price), the more economical option then becomes the obvious choice. The $66 ADDITIONAL dollars now seem like an unnecessary extravagance. This experiment does a better job of demonstrating the Law of Diminishing Returns then it does at demonstrating any aspect of human nature and expect the results would have been different if the subjects were all wealthy or if all the subjects were of a population or age that is not yet comfortable with online only distribution. There is something to be studied here; that is, to what degree does something become desirable just because its free and why would someone pay more for a perceived "Savings"; but I'm afraid the speaker has missed the mark. Regarding your comment that most people cannot do the (simple subtraction) math in their heads... Where exactly is the justification that we (the thinker) are the only people capable of reason and cogent thought? This determinist and essentially egotistical belief is rooted in a particular disease of the wester ego and has been and continues to be a cause of a great many evils in the world.