This study investigated whether consumers place extra value on free goods compared to similarly priced goods. Researchers conducted a study with 12 replications where participants could purchase one of three types of chocolates (white, milk, or dark) at either $0.25 or $0.01, or $0.24 or free. An interaction between chocolate type and price would suggest consumers value free goods more. Analysis found a significant interaction, suggesting consumers do place extra value on free items over similarly priced items. This challenges the economic assumption that consumers always act rationally. However, the study had limitations like unequal variances and could be improved with more observations.