Will Companies One Day Use Brain Waves to Find Ideal Pricing?

Photograph by George Mattel/Photo Researchers

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 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.

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