Could caffeine have a impact on the amount you will spend during the sales ? According to one new study published on June 11 in the Journal of Marketingabstaining from drinking coffee would prevent you from making compulsive purchases.
A team of researchers from the University of South Florida conducted several experiments, and installed espresso machines at the entrances of a distribution chain and household equipment in France and a department store in Spain. More than 300 customers received a free cup upon arrival: more than half had coffee with 100 mg of caffeine, and the rest decaffeinated or water.
They found that customers who drank a cup of coffee before browsing the store shelves tended to spend 50% more money and buy 30% more items than customers who had drunk water or decaffeinated. Coffee consumption also had an impact on the type of items purchased. Indeed, those who drank coffee bought more items deemed non-essential, such as scented candles.
Caffeine can decrease self-control
“Caffeine, as a powerful stimulant, releases dopamine in the brain, which excites the mind and body. This leads to a higher energy state, which in turn increases impulsiveness and decreases self-control.said Professor Dipayan Biswas, lead author of the study in a communicated. As a result, caffeine consumption leads to buying impulsiveness in terms of more items purchased and more spending.”
The experiment was repeated in the laboratory, with 200 business school students, this time concerning online purchases. They were split into two groups, one drinking coffee and the other decaffeinated. The researchers asked them what they would buy from a pre-established list of 66 items. Those who had consumed caffeine made impulse purchaseslike a masseur, while the others made more practical purchases, like notebooks.
“Although moderate amounts of caffeine can have health benefits, there can be unintended consequences to caffeine when shopping. In other words, consumers who are trying to control impulse spending should avoid consuming caffeinated beverages prior to shopping.”Biswas said.
Sources:
- Caffeine’s effects on consumer spending, Journal of MarketingJune 11, 2022
- Tight budgeters beware: skip the coffee before shopping, University of South FloridaJune 15, 2022
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