On a hot day, are you willing to pay more than you normally would for an ice-cold can of Coke? If so, you re the type of consumer Coca-Cola Company had in mind when it developed a high- tech vending machine, complete with heat sensors and microchips, that charges a higher price when the weather is hot. According to then-CEO Douglas Ivester, the desire for a cold drink increases when the weather is hot, so it is sensible that the price is higher.
The announcement of the new vending machine led to howls of protest from consumers, and Coca-Cola Company responded by saying that it had no plans to actually use the new machine. The company said that it developed the machine as part of its ongoing exploration of new technology designed to improve product availability and provide consumers with interactive experiences with vending machines. Based on the reaction to the news of the heat-sensing vending machine, you can imagine the interaction between a consumer and a vending machine that charges a higher price for a cold drink on a hot day.