Academic Look at Starbucks’ Appeal to the Subconscious

Although Starbucks may have lost its soul, it still attracts a LOT of customers. Bryant Simon, a professor at Temple University, did a study on how Starbucks appeals to the subconscious of its customers.

In this study, Simon categorizes the appeal of Starbucks into three areas: functional, emotional, and expressive. Starbucks is functional, being a legalized source of addictive caffeine (about double other brands of coffees). Starbucks also appeals to our emotions, be it a treat for a rough day or a job well done or providing a comforting predictability where you know what to expect. Lastly, Starbucks uses expressive branding, making you feel in touch with luxuriousness, hipness, and also social awareness with its participation of selling Fair trade coffee.

If you got 18 minutes of free time, watch the video of this study. It’s entertaining and fascinating.

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