In the era of lattes and cappuccinos, Americans are criticized for drinking coffee flavored milk rather than just coffee. I prefer to drink my coffee black because I like and want to learn the flavor profiles of beans and roast but can understand why people try to mask coffee's bitterness with cream and sugar. Often, people are just looking for the stimulant effect of caffeine rather than drinking coffee to appreciate the flavor profile of coffee beans in itself. Although lately, the popularity of specialty coffee has raised awareness about the coffee industry. Regardless, everyone has their coffee and after working at a cafe before, I know firsthand how critical people can be when their coffee doesn't meet their expectations.
With that said, I read an interesting post about coffee and expectations. Part of coffee's appeal is that it's not just a beverage, but also an experience. The brand name of the coffee, the kind of cup, the physical space of the coffee shop, these all build the expectations of quality and what the consumer expects to receive. These are loaded expectations in a cup of coffee! Looking at this idea in a more big picture lens, it's interesting then to consider the experience economy: the role of expectations and what consumers hope to experience when making purchasing decisions.
