Behavioral Pricing: Why coffee and music don't mix
Let’s talk numbers. Say a specialty drink at your favorite coffee shop costs $5. If you gave up two of those drinks per month, you would have enough money to pay for a standard $9.99 per month subscription to a music streaming service such as Spotify or Apple. I used that example recently in a talk at the New Music Seminar and have seen people make similar comparisons on social media. It is convenient and it also gets people’s attention. Both coffee and music are very familia