A look at a coffee cup can cause excitement comparable to the one that results from its ingestion. Sam Maglio, an associate professor at the University of Toronto, Canada, said in an interview that a look at a coffee cup can cause almost the same excitement that people have in having it, mentioning a study published in the journal Consciousness and Cognition. The study, co-authored with Eugene Chan of the University of Monash in Australia, deals with priming, a psychological effect responsible for the repetition of previously exercised responses to the same stimulus. Thus, the study subjects w ..read more

The coffee industry is growing with lots of new, small coffee brands and their amazing products. Coffee shops around the whole words offer selections of colourful or elegant bean bags and tempt customers to continue coming back and try yet another flavour. But how does one choose which coffee is it they will buy the next time? And how does a brand assure it will be their beans that will get sold? People in the coffee industry like to believe that customers choose their product over one of the competitors because of its coffee quality and taste. It’s true, to some extent. However, a big part of ..read more