The psychology of spending

By Patrick Commins
Updated August 31 2012 - 10:13am, first published August 20 2012 - 2:25pm
Illustration: Karl Hilzinger.
Illustration: Karl Hilzinger.

Slouching your way to work through the grey city streets, you spy one of the many urban oases more commonly known as a cafe. As you step up to the counter you notice something a bit different: in addition to the normal two size options there is a third, bigger one. And it's brought with it a new hierarchy: the coffee formerly known as "regular" is now "small"; "large" is now "regular"; while the biggest cup assumes the title of "large".

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