Dan Ariely interviews customers at a nightclub lining up for "free tattoos." He concludes:

When we face a decision about a tattoo, one would hope that the long term permanency of the decision, coupled with the risks of getting different types of infections would cause people to pay little attention to price, and certainly not to be swayed one way or another by the power of free.  But sadly, the reality (at least in the nightclub scene in New York) suggests that the power of free can get us to make many foolish decisions.

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