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Last updated on April 23, 2014 at 17:36 EDT

Coffee Prices And Brain Scans

October 15, 2013

At what point do you say that white mocha Americano triple shot isn’t worth what you’re paying? One German neurologist says it’s a little more than Starbucks obviously knows. He found that study participants were willing to pay between $2.85 and $3.25 for a small cup of Starbucks coffee that really costs $2.45. Using an EEG to monitor people’s brain waves as they were looking at coffee and pictures of coffee with different prices, the researcher observed that prices too cheap or too high triggered the region of the brain that makes sense of connections. And these neuronal mechanisms topped out at $3.25 for a small coffee. He says that Starbucks is messing up by not understanding this mechanism.

[ Read the Article: Brain Waves May Tell How Much We Would Pay For A Cup Of Coffee ]