Coffee may impact shopping purchases – researchers warn
If you often make purchases that you regret quickly, it may be the fault of the coffee you drink. This is revealed in a new study published in the Journal of Marketing. To reduce unnecessary expenses, it is better to move away from the coffee machines.
50% higher addition
To carry out their study, the scientists analyzed the behavior and spending of more than 300 French and Spanish consumers through several experiments. For the first, half of the participants received a cup of coffee, the other half received water or a cup of decaffeinated coffee at the entrance of a store. When they got out, they had to give the researchers their receipt. Result: people who consumed caffeine spent almost 50% more and bought about 30% more items than others. “Caffeine, as a powerful stimulant, releases dopamine into the brain, which excites the mind and body. This leads to a higher energy state, which in turn improves impulsivity and decreases self-control,” says lead author Dipayan Biswas, a marketing professor at the University of California. This impulsiveness would lead to higher spending.
More non-core spending too
But that’s not all… The amount of spending is not the only consequence of the consumption of coffee, the type of items purchased could also be impacted. At the exit of the store, researchers found that caffeine consumers purchased more non-essential items (such as candles or perfumes) than others.
To confirm their theory, the scientists repeated the laboratory operation with 200 new student participants. The latter had to choose their purchases from a list with 66 pre-selected items, whether or not they had drunk a cup of coffee. Once again, coffee lovers have chosen more items considered non-essential than others.
