Is Your Coffee too Cheap? Using Brainwaves to Test Prices

A German scientist is developing a new way of testing prices by measuring brain waves. Some marketing critics are horrified by the idea of feel-good pricing, but others argue it could make products more successful.
After conducting brain wave tests, a German scientist believes Starbucks charges too little for a small cup of coffee.

After conducting brain wave tests, a German scientist believes Starbucks charges too little for a small cup of coffee.

LUIS GALDAMEZ/ REUTERS
Graphic: The Price Is Right

Graphic: The Price Is Right

DER SPIEGEL
Translated from the German by Christopher Sultan
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