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Starbucks fans are steamed: The psychology behind why changes to a rewards program are stirring up anger, even though many will get grande benefits

By H. Sami Karaca, Professor of Business Analytics, Boston University
Jay L. Zagorsky, Clinical associate professor, Boston University

Many Starbucks customers are irked by recent changes to its popular rewards program. But they may not have as much to complain about as it seems.

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