A new study has found that people who pay a minimum amount for coffee in their home may actually save money by choosing to drink more, because they actually enjoy the experience more.
According to a study published in the Journal of Consumer Research, paying for a cup of coffee at a Starbucks is a good way to save money when it comes to beverage purchases, and it may actually help people save money than buying a cup themselves.
“The results of this study indicate that consumers are not only more likely to choose to purchase a cup when they can pay a higher amount, but they also enjoy the coffee and perceive it as more delicious than when they buy a cup for themselves,” the study authors write.
“In other words, the amount of money consumers spend on coffee may actually make them happier, healthier, and more productive,” they add.
The study surveyed 5,737 people in the U.S. who were willing to pay $5 for a Starbucks cup of hot coffee.
Participants were asked to pick their beverage of choice, such as a drip coffee or a white coffee, and to report their beverage preferences.
“We hypothesized that people would prefer to buy a hot coffee and drink it to their heart’s content rather than paying a coffee shop for it,” study author Emily Schulman, a doctoral student at the University of Chicago’s Booth School of Business, told the Associated Press.
“To test this hypothesis, we asked participants to estimate their beverage-buying behavior by using a self-report measure called the Starbucks Card.”
Researchers looked at the average cost of coffee for each of the different types of coffee, such, drip, and white.
They then found that those who paid a minimum of $5 were more likely than those who did not to purchase coffee for themselves, the study notes.
They also were more than three times more likely when it came to choosing a coffee to drink at home.
“Overall, consumers were willing and able to pay for more than half of the beverages purchased by paying at least $5, while consumers who were unwilling to pay at least half of coffee purchases by paying a minimum were less likely to purchase them at all,” the authors conclude.
This isn’t the first time Starbucks has been criticized for charging a minimum for its coffee.
The company recently pulled a controversial $2.99 fee for customers who don’t bring a bill, but it was replaced with a $1.99 price tag that included free shipping.