Deborah Abrams

 Deborah Abrams
Mentor: Dr. Richard Lutz
Warrington College of Business Administration, Department of Management
"I got involved with research because I love learning new things, and I want to be able to teach others what I have learned."




Jewish Studies; Art History

Research Interests

  • Decision Making
  • Consumer Behavior
  • Irrational Economic Behavior

Academic Awards

  • UF University Scholars Program
  • Dean's List
  • Honors Program
  • Golden Key Honour Society


  • Florida Senior Classical League
  • Marketing Journal Club
  • Golden Key


  • Habitat for Humanity
  • B'nai Israel Teacher
  • Adult and Community Education

Hobbies and Interests

  • Reading
  • Tennis
  • Teaching Children
  • Art History

Research Description

How Much is "FREE" Really Worth?

I am replicating a study done by Dan Ariely, and then extending it to involve many scenarios and thought processes. The study is based on the demand for items when they are "FREE." I will take a Lindt truffle and price it at 14 cents, and take a Hershey's kiss and price it at 13 cents. Then I will see which one the students want to buy. I will repeat this process but with some forced analysis before the choice is made. Then I will price the Lindt truffle at 1 cent, and the Hershey kiss will be free. I will ask another 2 groups (one with forced analysis, one not) which chocolate they would buy. I hope to find out if "FREE" has an effect.