Pricing Case Study: The Psychological Insight From a $2.95 Cup of Coffee

Every small buying decision gives us a glimpse into our hidden self-identity.

Here's a remarkably perceptive snippet about consumer psychology from the 22-year old film, You’ve Got Mail. The process involved in a simple everyday decision to buy a $2.95 (then, $4.95 now) cup of coffee can instantly generate a sharp definition of one's self. (The relevant bit starts at 0:35).