# Prof. Jacob Jacoby weighs in on a Brooklyn coffee shop's high-end latte offering

1 Faculty News March 10, 2014 ![New York Post logo](/sites/default/files/styles/246w/public/assets/images/con_031743.jpg?itok=0h5FlsRq)>

Excerpt from [The New York Post](http://nypost.com/2014/03/10/would-you-pay-10-for-this-cup-of-coffee/) -- “'This thing is nuts,' says NYU Stern professor and psychologist [Jacob Jacoby](http://www.stern.nyu.edu/faculty/bio/jacob-jacoby), who likens the lakkris latte to an ostentatious Gucci or Hermès belt. 'It’s about conspicuous consumption — displaying wealth. It says something about themselves: 'Look, I can do this,' he explains."

[Read more](http://nypost.com/2014/03/10/would-you-pay-10-for-this-cup-of-coffee/)