Is Starbucks Coffee Too Cheap?

Is Starbucks missing out on millions of dollars in revenue because their coffee prices are too low? That seems unlikely when the $5 cup of Starbucks is a staple of comedians mocking over-priced products. But, in reality a small brewed coffee runs about $2 in the U.S. Now, a neuromarketing study in Germany suggests that the coffee giant may actually be under-pricing their product by a third and perhaps leaving profits on the table.