The study consisted of installing an espresso machine at the entrances of two establishments: an interior design store in France and a supermarket in Spain. Upon entering, more than 300 shoppers received a free cup, with about half of the coffee containing around 100mg of caffeine and the rest decaf or water. They then shared their receipts with investigators as they left the stores.
“Caffeine, as a powerful stimulant, releases dopamine in the brain, which excites the mind and body. This leads to a higher energetic state, which in turn increases impulsivity and decreases self-control. As a result, caffeine intake leads to buying impulsivity in terms of increased number of items purchased and increased spending,” explained lead author Professor Dipayan Biswas, University of South Florida.
The study showed that those who consumed caffeine bought “significantly more” items and spent more money compared to those who consumed decaf or water.
And furthermore, it affected the type of items they bought. Those who consumed caffeine bought more non-essential items, such as scented candles and fragrances, than other shoppers.
The researchers then set up a fourth experiment in a lab and got similar results, this time regarding online shopping. They divided the study group of 200 business school students into those who drank caffeinated and decaf coffee and asked them to choose which items they would buy from a preselected list of 66 options.
Those who drank caffeine chose more items considered impulse purchases, such as a massager, while others selected more practical items such as a notebook.
“While a moderate amount of caffeine intake can have positive health benefits, there can be unintended consequences of drinking caffeine while shopping. That is, consumers trying to curb impulsive spending should avoid consuming caffeinated beverages before shopping,” Biswas concluded.
Source: Ambito
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