The larger amount allows a person to hedge against a future shortage for the same cash outlay. The shopper already planned to spend $10, and getting more today gives them flexibility in the future, e.g. the regular weekly shopping trip can be moved from Saturday morning to Monday after work because there is adequate coffee on hand thereby allowing Saturday morning to be spent gardening.
Conversely, in terms of flexibility, the discounted coffee does not offer any direct correlation to convenience - I cannot hire someone to go coffee shopping for me on Sunday morning with the savings. Furthermore to achieve the flexibility offered by the larger size, I have to spend significantly more than the $10 I intended and purchase two 10 ounce packages - doubling my coffee expenses for the week -- storing an 10 additional ounces may also be more inconvenient than storing 3.3 additional ounces.
People pay for convenience all the time and doing so is economically rational. Without an accounting of how such habits may impact purchase decisions in the overall conclusions are not quite justified.
But more importantly, the design of the study based upon an undergraduate student population performing an activity at which they have little experience - grocery shopping - does not necessarily reflect the purchasing habits of more experienced shoppers with a life time of coffee addiction behind them.