The purchase of blue bottle coffee in Shanghai is restricted and the price is high. Why do so many people sign in at the coffee shop?

Since the opening of the Blue Bottle Coffee, known as the "Apple of Coffee", people's perseverance and enthusiasm have made many netizens sigh: This cup of coffee is what kind of virtue and ability, will there be such a scene.

Starving long queues, limited purchases and high prices, belittling the power of the virus, what makes a group of young people who can't open their eyes when they get up to work at ordinary times, in the face of the cold wind, also have to squeeze into the queue on the first day of business? Maybe it's hoping to get a cup of coffee before the store staff is tired; maybe it's herd effect, everyone says good, go right; or maybe it's to "label", hoping to get other people's attention.

Blue bottle coffee has always been a "legendary" existence for many small partners in the mainland. The main reason is that the coffee market in the mainland has developed rapidly, but the brand has not come for a long time. In addition, other small partners have tasted the products of stores in other regions and praised them. The image of the brand has been greatly beautified in many people's hearts. In addition to the brand logo and store design, it is very consistent with the pursuit of simplicity by young people nowadays. Even if the logo is a line, under the background of filters and angles, ordinary coffee can also have a sense of high quality.

Herd effect is that people tend to agree with the majority when information about the same thing is accurate. As long as one says yes, there will be a group of people who say yes, and in the case of many people saying yes, others will feel a pressure to converge, and they will not dare to make a "deviant" choice. So they follow suit to do the same thing, so as not to appear out of place. And "labeling" also refers to the labeling effect, which means that when a person is labeled by a certain word name, he will automatically start self-impression management, so that his behavior can be consistent with the labeled content. Choosing to punch cards has something that conforms to the aesthetics of young people nowadays. Being able to visit at the first time can not only show their accurate grasp of trends, but also clearly highlight their own labels and uniqueness, so that everyone can remember themselves.

However, when we do these things, we never consider the cost of time, energy and money. In order to drink this cup of long-awaited coffee, spent more than 4 hours, even spent 7 hours in line, physically and mentally exhausted, how much mind to taste this cup of coffee? When the business is hot, the fatigue of the staff in the store, the production of coffee will also have a certain degree of difference, so the coffee drunk may not have the expected perfection. Of course, there are many people who think about giving up halfway, but when they think of "it's all here, wait, wait, not that much worse." But what about time and energy? The criterion for determining whether an action should continue should be the maximum value it can cost to achieve the desired outcome, simply whether the results you get after putting in time and effort in line will bring you good returns. Is it really worth it to waste your time just for a few attentions? There are also a lot of queuing friends on the Internet who express their feelings at the back: I feel like my brain has a problem.

With such psychology, it has completed the appearance of high-priced purchasing agent. Because there will always be people who don't want to pay such a cost, but at the same time want to get attention from others. Even if a cup of blue bottle coffee latte is priced at more than 40, but still willing to pay 120+ to buy a cup of coffee that loses quality because it has been stored for too long, just to take a photo. In order to reduce the phenomenon of high prices, Blue Bottle Coffee set a "purchase restriction" of only 5 cups per order on the next day, but it seems that this decision has not reduced people's madness, and the price of purchasing is as high as 150+.

Of course, whether or not they want to waste time queuing up is entirely up to the queuing people to choose voluntarily. There is a Cantonese saying,"Eat salted fish to quench thirst". They feel OK at once, even if they regret it. But still hope everyone does not consider the cost, also want to consider health... virus ruthless, the problem appears is not just a person's problem. It is reported that the brand will continue to expand stores, if the quality is really stable, it will not be only this store, these days stable. I hope you can explore stores rationally and consume rationally. Image source: social networking platform

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