There’s a fascinating item in the grocery aisle that breaks all the rules of consumer behavior. It’s a premium, $15 bag of coffee—think Starbucks, Peet’s, or a local “artisan” brand. You’ll find this same item in the cart of a shopper on a very tight budget and in the cart of a wealthy shopper. But the reasons why they bought it are on opposite ends of the spectrum. One is buying “status,” and the other is buying “value.”
