Mental Transaction Cost

A "mental transaction cost" is literally the thought process in deciding to buy something based solely on the price of that particular product. Everyone at least thinks for a split second on whether to buy something. Well, when referring back to the last post, when someone offers you something free, where can you point out a time when that individual's mind is contemplating his/her cost options? The answer is never! This is why "zero" has such a major influence, especially on the hard working Americans. It completely gets rid of this "mental transaction cost" and by instincts, 100% of the time you will take that offer. So, in a nutshell, this is the best description I could come up with, and I believe there is a high correlation between how in depth the mental transaction cost will be depending on how high or low the price is.