Free Effect. A new ice cream company in India has set up free ice cream vending machines on the streets to promote its brand. Result? People lined up at a very long distance in front of the vending machine. It was raining then, and the people in line went to a convenience store to buy umbrellas, then lined up again. Umbrellas cost much more than ice cream. However, people kept lining up. Cheap and free are two completely different concepts. When the price is low, sales increase slightly, but when it is free, an extraordinary dimension of the problem arises. It’s a privilege, so consumers are willing to pay a higher price to get something for free. Free is not a matter of reason; it is a matter of emotion. - Joseph’s “just my thoughts”
Time Preference Rate. “The Marshmallow Tale” by Joachim de Posada and Ellen Singer describes the “Marshmallow Experiment” at Stanford University. The experimenter left the child alone in the room and gave the child a marshmallow, instructing the child to eat it immediately. However, if the child did not eat it within 15 minutes, the experimenter would give the child another marshmallow. Some children waited the full 15 minutes, while others stopped waiting early. These two groups were followed for 14 years, and as a result, the more patient children showed better social and mental abilities. Those who cannot tolerate waiting are said to have a high time preference rate, while those who are patient are described as having a low time preference rate. In investment, high and low time preference ratios are not necessarily good or bad because many investments depend on luck. The key is to find and stick to methods and principles that match one’s own tendencies. - Joseph’s “just my thoughts”