Coffee pushes us to spontaneous purchases/prostooleh
Many of us can't start our day without a cup of hot coffee. But psychologists have warned about the unexpected consequences of this popular drink – especially before a shopping trip.
The British Psychological Society (BPS) turned to TikTok earlier this month to share its view on the popular drink, citing the results of an unexpected study. The Mirror
Did you know that drinking coffee before shopping can increase impulse purchases? People who drank just one cup of espresso before going to the store spent 50% more money than those who drank decaffeinated coffee. People who drank caffeine felt more excited, and when we are excited, we tend to be more impulsive,
asks @britishpsychsociety.
BPS cites a 2022 study that conducted several experiments to understand how caffeine affects purchasing behavior. The study was conducted in various stores in different countries, where all customers were offered a free 50-milliliter espresso.
Coffee pushes you to impulsive purchases/Photo lookstudio
It is noteworthy that scientists found that consuming this small amount correlated with an increase in the number of items purchased and the total amount spent. People who drink caffeine,were also more likely to buy “hedonic goods” – products associated with pleasure, such as buttered popcorn and chocolate. This behavior is explained by the increased “energetic arousal” under the influence of the stimulating effect of caffeine.
Although espresso usually contains more than 60 milligrams of caffeine, scientists suggest that arousal can be caused by consuming as little as 25 to 30 milligrams of caffeine. A number of popular energy drinks and sodas may exceed these levels.
The researchers explain: “Overall, retailers may benefit financially if shoppers consume caffeine before or during their shopping. Given the ubiquitous availability of coffee and other caffeinated beverages, it is likely that many shoppers consume significant amounts of caffeine during their shopping trips.”
This, in turn, may lead to greater impulsivity and, therefore, higher spending. The study also suggests that caffeine's impact on spending is stronger for products with a high hedonic content.