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Lindt truffles & Hershey's Kisses

The Chocolate Experiment: Decrease Price by 1 Cent, Improve Preference 2.5x (And Other Tricks)

In Predictably Irrational, Duke University behavioral economist Dan Ariely wrote about his chocolate experiment that tested varying prices for Lindt truffles and Hershey’s Kisses.  When he dropped the Hershey Kiss’s price by a penny, its preference grew by 2.5x.  Yet when he increased the Lindt truffle’s price by a penny, its preference […]

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