---
id: "quote-price-equals-worth"
type: "quote"
source_timestamps: ["§ Charging something is better than nothing."]
tags: ["perceived-value", "consumer-behavior"]
related: ["claim-token-charge-responsibility"]
speaker: "Saloni Firasta-Vastani"
speakers: ["Saloni Firasta-Vastani"]
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-ext-23-risks-of-free"
sourceUrl: "https://hbr.org/2025/06/the-risks-of-offering-free-goods-and-services"
sourceTitle: "The Risks of Offering “Free” Goods and Services"
---
# Price equates to worth

The foundational behavioral-economics principle underlying the argument against completely free offerings — the basis of [[claim-token-charge-responsibility]].

> "Consumers equate price with worth. When you charge for something—even a token amount—you encourage people to treat it with more care, use it responsibly, and recognize its value."

— **Saloni Firasta-Vastani** ([[entity-saloni-firasta-vastani]])