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Using Brain Waves to Price Starbucks Coffee

BIZCATALYST 360°
BY BIZCATALYST 360°

You’re not paying enough for your coffee. That’s according to Kai-Markus Müller, a German neuroscientist who has developed a way to measure brain waves and hit upon feel-good prices. Judging by neuro-images, he told Spiegel Online International, Germans would happily pay $3.25 for a small cup of Starbucks (SBUX) coffee, 33 percent more than the current price of $2.44. If he’s right, Starbucks is missing out on a whole lot of profit.

via Using Brain Waves to Price Starbucks Coffee – Businessweek.

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