Despite the fact that many women understand the value of preventive screenings in the early detection of breast cancer, and despite the fact that some women "know" the recommended guidelines for timing and frequency of screenings over a woman's life, less than 2/3 of the eligible women have ever had a mammogram. Among several factors that may inhibit women's adherence to recommended screening regimens, the cost of such screenings is often cited as a major problem, especially for low-income women and women from ethnic minorities. This study reports the results of a survey conducted with women who received a "Gift Certificate" for a no-cost mammogram at a hospital-based breast care center or its affiliated mobile mammography van. Data point to some important--both positive and negative--"side effects" of a no-cost screening. Implications for communications encouraging women to receive mammograms, for pricing and incentives, and for insurance reform are discussed.