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Study shows people won't take items that were once free, even for a penny
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26:33 - 28:23 (01:50)

A study conducted on replacing free shirts with an incremental payment system showed that people were less likely to claim the shirts as the price was lowered, indicating the human psyche has difficulty reconciling the idea of "free" with a monetary cost. The study suggests an easier and more inclusive system of payment could improve the success of such offers.

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