If you drink coffee before shopping, you will spend more money, study finds.
Researchers from the University of South Florida in the United States and the University of Viadrina Europe in Germany conducted experiments near two large city shopping streets in France and a department store in Spain to determine the effect of coffee, or caffeinated beverage, on consumption behavior.
The researchers gave coffee containing regarding 100 mg of caffeine to 150 of the 300 shoppers who wanted to shop. The remaining 150 people were asked to drink decaffeinated coffee or water. Waiting for customers to finish shopping, the researchers looked at their receipts.
They found that those who consumed coffee or caffeine before shopping bought more. Of course, the amount spent on shopping was also much higher.
Coffee also affected the type of goods. Those who drank caffeinated coffee bought a lot of ‘pleasure’ items, such as scented candles, perfumes, interior accessories, and massage equipment. On the other hand, when purchasing practical items such as laptops, kitchenware, and storage baskets, caffeine intake did not make any difference.
Differences were also found according to the level of caffeine intake. Those who drank less than two cups of coffee a day were particularly affected by caffeine. Those who drank a lot of coffee were less affected by caffeine when shopping.
Professor Deepayan Wiswas, the lead author, said, “When you consume caffeine, your brain releases dopamine, which makes your body and mind excited. did.
The results of this study (EXPRESS: Caffeine’s Effects on Consumer Spending) were published by the ≪Journal of Marketing≫ and introduced by the US health information site ‘Science Daily’.
Reporter Lee Yong-jae [email protected]
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