Treating yourself to a coffee drink may seem like a small indulgence, but the amount you spend on your java habit can add up quickly. And Starbucks is skilled at getting customers in the door repeatedly — and spending more while they are there.

TODAY talked to restaurant and spending experts to learn about the psychology behind how stores and menus are designed to urge you to spend more. If you’re looking to stay on a coffee budget, learn these strategies the company uses and you’re more likely to keep your spending in check.