18 May '12, 9pm

Behavioral economics at Starbucks

Behavioral economics at Starbucks

I think Starbuck’s position does make some sense from the point of view of behavioral economics. I think the 10 cent surcharge is going to be perceived as a price increase, maybe worse than a price increase. It might be seen as taking something back that was yours (the right to a free cup) and asking you to buy it back. That is going to produce a negative “halo effect.” It could literally make the coffee taste worse. Starbucks needs to give the right nudge, but still look like it is doing the customer a favor when it gives them a chance to opt out of the paper cup. What I think they have to do is keep it a discount, but somehow frame it so that not taking the paper cup is the norm. One simple way to do that would be to instruct clerks to ask, at the time of order, “Will you be taking the 10 cent discount for your own cup today?” In order to get the paper cup, the customer ...

Full article: http://www.marcgunther.com/2012/05/18/behavioral-economic...

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@yeeisabelle all these crap lol

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