Drinking coffee before shopping will cause you to spend half more money ｜ Daily cans

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When visiting the mall, we often buy a cup of coffee and walk around. When you stay up late, you will inevitably put a cup of coffee. However, a recent international study led by the University of South Florida (USF) found that drinking coffee before shopping will cause us It costs half of the money when shopping.

As a powerful stimulant, caffeine release dopamine in the brain to stimulate the body and mind. This leads to a higher energy state, which in turn enhances impulses and reduces self -control, teaching Dipayan Biswas said. Therefore, the intake of caffeine will lead to shopping impulses, making the number of items purchased more and increasing consumption.

The experimental team set up a concentrated coffee machine at the entrance of a French retail chain and home supplies stores and a department store in Spain. After entering, more than 300 shoppers received a cup of free coffee, half of the coffee containing 100 grams of pneumonia, and others got coffee or water without caffeine.

When they left the store, they shared their receipts with researchers.

The research team found that compared with those who drink caffeine or water, people who drink caffeine -containing coffee purchased more items, and the average money spent was half more than other groups.

Researchers have also found that caffeine also affects the types of items they buy. Those who drink caffeine coffee buy more non -necessities than other shoppers, such as fragrant candles and perfumes. However, in terms of essential purchases, the differences between the two groups are small, such as kitchen utensils and storage baskets.

They performed the fourth experiment in the laboratory and received similar results. This time it was about online shopping. They divided the 200 students from business schools into two groups, drinking caffeine -containing coffee containing caffeine and unswerving caffeine, and asked them to choose the items to be purchased from the pre -selected 66 selection lists.

Those who consume caffeine have chosen more items that are considered impulsive, such as massagers, while others choose more practical items, such as notebooks.

references

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Biswas D, Hartmann P, Eisend M, et al. Express: Caffeine ’s Effects on consumer spending. Journal of Marketing. June 2022. Doi: 10.1177/0022222221109247

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