Behavioral Economics on a coffee cup

In one coffee class, Mr. Jiang asked the students a question: "Have you ever thought about why you unconsciously turn the mermaid side out when you are holding Starbucks coffee?"


"Because the clerk will put the drinking port in the opposite direction to the logo every time."

"Because there are logos on both sides of the cup!"

"Because there are seams on the back, it doesn't look good!"...


"Let's think about it again, and see what details we have overlooked? Come, let's relive the ordering process of Starbucks:

In the first step, the cashier asks the customer's needs and marks the customer's needs on the cup;

The second step is to ask the customer's surname, and the colleague will mark it on the cup and hand it to the small partner in charge of production;

The third step is to ask customers if they have other needs, whether they have point cards, coupons, etc., and inform them of the promotions in the store;

The fourth step, after checkout, guide the customer to the pick-up area to wait for the pick-up. When picking up the meal, the staff will point the side marked with the beverage category and the customer's surname towards the customer, and take the receipt from the customer and check it with the customer while reading. After the verification is completed, when the customer picks up the drink, they will unconsciously point the LOGO towards the outside..."

Under the guidance of the teacher, the students recalled the scene when they ordered something at Starbucks, and suddenly found that these neglected details were full of "routines". And they were somehow “designed" and "used" in these "routines".

Yes, in fact, in the business world, our consumption behaviors are all reflexes generated after being stimulated by businessmen with one routine after another. The design of these routines is not random or by someone’s magic, but stems from a popular discipline in recent years - "behavioral economics".

To simply put it, behavioral economics is an interdisciplinary subject that studies people's decision-making behavior in economic activities by looking into factors such as human genetic evolution, growth environment, and cognition. Its basic subject is psychology. That is to say, once someone has a good grasp of and applied the principles and research results of behavioral economics, they can take the initiative in business behavior, allowing the target group to be "routinely" unknowingly and willingly.


For example, if we don’t know that the Starbucks ordering process is not only convenient for serving customers and facilitating the work of its own employees, but also for the purpose of allowing customers to act as “spokespersons”, we may ask such questions: Why Commodity needs must be written by hand. Isn’t it easier and more convenient to print out a small ticket machine without sticking it? And why do you write the customer's last name in a larger size, is it for fear of being overlooked? But when we understand all his intentions, we will understand that writing the customer's surname more prominently is to give the customer a hint in his/her heart - "this is my coffee", and at the same time prevent the customer from pointing the LOGO at himself, because no one is willing to expose their surnames in public at will, which is our instinct of self-protection.


What do you think of it? Have you never realized that even a small coffee cup is full of business intelligence?