Companies Could Start Using Brainwaves To Figure Out How Much To Charge You

Companies could start using brainwaves to find out how much customers are willing to pay. Bloomberg Businessweek profiled Kai-Markus Muller, a German scientist who is developing technology to "measure brainwaves and hit upon feel-good prices." According to Mueller, his studies showed that Germans would pay $3.25 for a small cup of Starbucks coffee-way more than the current price of $2.44.

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