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The psychology behind why changes to a rewards program are stirring up anger, even though many will get grande benefits

  • Written by: H. Sami Karaca, Professor of Business Analytics, Boston University
The psychology behind why changes to a rewards program are stirring up anger, even though many will get grande benefitsThe rewards price to get a free cup of hot coffee at Starbucks is going up. AP Photo/Elaine Thompson

Starbucks, the coffee chain giant, is modifying its rewards program, and the news is full of stories of outraged consumers.

The main focus of their ire is that, starting Feb. 13, 2023, it will cost twice as many of the program’s reward points,...

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