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Coin in and get a coke out. how would coke increase the price? the president even wrote to president eisenhower who was a golfing buddy and said mr. president, have you considered introducing a 7.5 cent coin because that s what it would take for coke to be able tone crease its price but not double its price. sometimes prices stick for a very, very long time and those same factors, advertising, consumer expectations, the cost of changing prices, they can make prices stick in a less spectacular way every day. it makes a difference to the way economies work. tim harford, pleasure to have you on. thank you. up next, why the brits could have to say cheerio to more than whiskey and hagers if scotland votes for independence this year. okay, listen up! i m re-workin the menu. mayo? corn dogs? you are so outta here! aah! [ female announcer ] the complete balanced nutrition of great-tasting ensure. 24 vitamins and minerals, antioxidants, ....