When we drink coffee it can have a big impact on our behavior. This is demonstrated by a new study from the University of Florida. Therefore, even healthy people should temporarily avoid coffee, especially before going shopping.
Whether after getting up, in the afternoon or simply between meals, the brown drink is a must for many people. And not just at home or in the office. Coffee to go is an equally popular companion. But: when we drink coffee seems to have an unexpected influence on our behavior.
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According to a new study, a single cup of caffeinated coffee is enough to have a significant impact on your shopping habits. That is, in the amount you spend and the amount of goods you buy. If you drink a cup of regular coffee instead of water or decaffeinated, you could end it 50 percent more money spend and also 30 percent more items buy than was actually planned.
The researchers report this in a study published June 11, 2022 in the Journal of Marketing. The caffeine in the drink is responsible for the surprising effect, as lead author Dipayan Biswas explains in a statement: “Caffeine, as a powerful stimulus, releases dopamine in the brain, which excites the body and mind. This leads to a higher energy level, which in turn increases impulsivity and reduces self-control.
As a result, caffeine intake leads to impulsive purchases, which translate into more products and greater spending.”
The influence of coffee and caffeine was examined.
To arrive at their results, the researchers positioned themselves several times in front of a home goods store in France and a department store in Spain. There they handed passing customers (more than 300 people in total) a cup of caffeinated espresso, decaffeinated espresso or water.
Those who drank the first coffee variant ended up spending more on average and purchasing more items than subjects who chose the caffeine-free drinks. The difference was particularly evident in non-essential products, such as candles or fragrances. However, there were no significant deviations in everyday items such as kitchen utensils.
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Other studies also showed similar results, as IFL Science reports. Of the 200 participants, those who had previously consumed caffeine were more likely to make impulsive purchases and items, such as massage devices. The rest of the people, on the other hand, made more practical purchasing decisions.
Interestingly, moderate coffee drinkers, who consume about two cups a day, seem to be affected by the effects of shopping. Those who drink coffee regularly and in quantity seem to feel fewer effects.
Sources: IFL Science, Journal of Marketing: “ The effects of caffeine on consumer spending “, University of South Florida (newsroom)
By Dana Neumann