What do you think when someone offers you something for nothing? I suspect most of us say thank you very much, put it in our pocket or bag … and then often forget about it. The problem is, when we give nothing for it, we tend not to value what we received.

Many years ago I was involved with promoting amateur music events. Sometimes there were few costs to cover, and the main aim was to attract a reasonable audience, so an easy option was to make admission to a concert free. What happens if you do that? You often get a smaller audience than if you sell tickets at a low price!

Why should that be? Well, put yourself in the shoes of the punter. You see a poster advertising a free concert, which looks interesting, so you make a mental note. Come the day of the concert, chances are you have either forgotten about it, or something else more attractive has come along. Since you have invested nothing, you choose to do the more attractive option. Because the organisers have not made you put a value on the event, you may treat it as being worth nothing, unless something else gives it value for you (for example you know one of the performers). There is little difference between something for nothing and nothing for nothing.

On the other hand, if you have to buy a ticket, even for a nominal sum, you must give the event a positive value. In addition, if you have to buy the ticket beforehand, you have made an emotional investment. You are more likely to remember about it, and less likely to decide to do something else.

Luxury brands do something similar but in reverse. The product itself may not be objectively any better than something cheaper, but the value people put on it is higher, so they are willing to pay more.

Value has a significant emotional component, so pricing is always partly a decision about emotion. Never undervalue that!