STARBUCKS V. CARIBOU COFFEE

Catherine Koonce

KEY TERMS

Transparency

Creditability

Persuasion

21st Century Realm of Necessity

THE AVERAGE AMERICAN SPENDS…

$1,092per year

on their coffee needs

INTERIOR COMPARISON

Caribou Coffee Starbucks

SUGGESTION V. DECLARATION

Starbucks

Rigid Reassurance

Forced Terminology

Verbal & Public Reprimand/Disappointment

Seemingly Promoted Social Status

SATISFACTION