A free Kiss beats a truffle

Valentine's Day is a long three months away, but what would you rather have: the American classic Hershey's Kiss or the Swedish treat, a Lindt chocolate truffle?

For my money, I'd rather have a chocolate truffle. But if price is an issue, then a Hershey's Kiss chocolate will still satisfy my sweet tooth.

But in an experiment on consumer psychology, a group called Research and Markets in Dublin, Ireland, found that more people wanted a free Kiss over a discounted truffle, but chose the truffle over the Kiss when the Hershey chocolate cost a penny and the Lindt truffle cost 14 cents. In other words, they took free stuff over a more costly item, but when both items cost some amount of money, even 1 cent vs. 14 cents, they picked the more expensive item.