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prices of raw materials are heading. kai markus mueller, who s the neuroscientist who gives us the psychology behind the way shops set their prices. and christel delberghe, she s the boss of eurocommerce, which represents the big retailers in some 27 countries across europe. also on the show, from the coffee field to your daily mug ofjoe, i ve got antonio baravalle, the big boss of the coffee giant lavazza, to talk to us about pricing from bean to cup. wherever you rejoining me from around the world, once again, a big hello and a very warm welcome to the show. blimey, how much is that? you know, that s the question millions of us are now asking ourselves as we shop for everyday essentials. the cost of most of the things that we buy has gone up and up for pretty much everyone on the planet. this inflation is the reason central banks are ramping up their interest rates. workers are demanding higher wages and shops. they are the new battleground between retailers and their ....