Drinking coffee before shopping can make you spend more, study finds
Drinking coffee or another caffeinated beverage before shopping can make shoppers spend more money, a new study suggests.
Researchers from the University of South Florida, European University Viadrina, Louisiana State University, SKEMA Business School and Neuma Business School conducted a study to determine the effects of caffeine on consumer behavior.
A research experiment involved 300 shoppers in two different stores in Spain. Half of those shoppers were given a free coffee that contained as much caffeine as a traditional cup, while the other half were offered a decaffeinated drink or water.
The researchers found that people who were given between 25 mg and 200 mg of caffeine spent more money and bought more items.
The experiment found that caffeine also affected the types of items shoppers purchased, meaning that those who drank regular coffee purchased more items for pleasure.
Based on information from previous studies, the researchers stated that the energy produced by caffeine consumption can influence the buyer’s feelings for the product.
The researchers wrote in the study that while moderate consumption of caffeine has positive health effects from a consumer’s perspective, there may also be unintended negative economic consequences. So shoppers who want to curb impulse buying should avoid caffeinated beverages before shopping.