How can cultural organizations get people to like them more? A popular answer is to offer free or discounted admission. But does this work? We have the answer – and it might surprise you. In fact, it is the topic of our first Know Your Own Bone Fast Facts video of the new decade. Before we dive into how and if discounting impacts key satisfaction and reputational metrics, let’s appreciate a popular reason why cultural entities such as museums, zoos, aquariums, and theaters often offer discounts in the first place: To reach new audiences. For cultural entities, engaging new and