Why Free Stuff Is So Irrationally Exciting
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Loyalty points, frequent-flier miles, corporate-branded umbrellas, tote bags, stress balls and other trifles: All are contemporary versions of an old and very effective marketing strategy. We have always been suckers for free stuff.
Many of us remember pulverizing dry cereal to dust in an attempt to retrieve a free prize at the bottom of the box. Older generations were drawn to the miniature books, plastic charms and base-metal tokens sealed inside boxes of Cracker Jack. The mix of caramel-coated popcorn and peanuts was often an afterthought.