Companies could start using brainwaves to find out how much customers are willing to pay. 

Bloomberg Businessweek profiled Kai-Markus Muller, a German scientist who is developing technology to "measure brainwaves and hit upon feel-good prices." 

According to Mueller, his studies showed that Germans would pay $3.25 for a small cup of Starbucks coffee—way more than the current price of $2.44. 

"If he’s right, Starbucks is missing out on a whole lot of profit," writes Businessweek author Caroline Winter. 

Mueller's research is hardly isolated, Winter writes: 

"These days scientists are developing all sorts of brain wave–based gadgets. There are headphones that supposedly use sensors to detect emotional state, then choose songs that fit the mood. There’s also Good Times, an app being developed to sense your state of concentration and block incoming calls when you’re deep in thought. And several big companies are already spending millions on neuromarketing."

Mueller's company doesn't currently have any clients listed, Winter said. 

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