Malls are strategically built and designed to get people to buy more than they intend to. Amazingly, drinking coffee while shopping has the same effect on people. An international study titled "EXPRESS: Caffeine's Effects on Consumer Spending," published in the Journal of Marketing, revealed that caffeine impacts what and how much a person buys when shopping.
Professor Dipayan Biswas from the University of South Florida (USF)said that caffeine is a powerful stimulant that releases dopamine that excites the mind and body. The beverage enhances impulsivity and decreases self-control. So, drinking coffee while roaming the mall is not advisable to avoid impulse buying.
Don't Drink Coffee Before Shopping! Expert Warns It Could Increase Impulse Buying
Caffeine Increase Impulse Buying When Shopping
Researchers investigated the relationship between caffeine consumption and impulse buying in a natural environment, such as a shopping mall and online stores.
The team set up espresso machines at a large retail store in France and one in Spain, ZME Science reported. They handed out free coffee to more than 300 shoppers who agreed to share their receipts with researchers upon exiting the premises. Around 50% of those who participated received caffeinated drinks, while the other half were given decaf or water.
The results of the experiment showed that those who received a caffeinated drink spent 50% more cases and bought nearly 30% more items compared to the control group. More so, their shopping list was noticeably different. Those who drank coffee bought more non-essential items than those who did not receive caffeinated drinks.
When they did the same experiment for those who shop online, they got similar results.
For online shopping, around 200 business school students were split into the group that consumed caffeinated products and one group that stayed away from caffeine for the day. Each team was asked to choose which items they would buy from the list of 66 products.
Similar to the shopping mall experiment, volunteers who drank caffeinated drinks were more likely to select items considered impulse purchases when online shopping. Meanwhile, the control group was more likely to buy practical items.
The research also noted that those who drink coffee moderately or have at least two cups daily are more likely to indulge in impulse buying.
Science Daily quoted Biswas, who reminded the public that "...consumers trying to control impulsive spending should avoid consuming caffeinated beverages before shopping."
ALSO READ: How Do Supermarkets Manipulate People?
What Happens When You Drink Coffee?
Coffee has caffeine that acts as a stimulant to the central nervous system, according to Healthline. When caffeine reaches the brain, it signals the membrane to release chemicals that trigger alertness, so the person feels awake and less tired. That is why it is sometimes one of the ingredients in medicines for managing drowsiness, headaches, and migraines.
Previous studies also showed that those who drink caffeinated drinks have a lower risk of developing dementia and Alzheimer's disease. It also cuts suicide risk by about 45%.
However, it is not advisable to overindulge in drinking coffee or any caffeinated drinks because it could lead to several health problems. It could give headaches, especially during withdrawal. Common symptoms of caffeine withdrawal include anxiety, irritability, and drowsiness, and in some people, it may cause tremors.
RELATED ARTICLE: Compulsive Buying-Shopping Disorder is Real, Psychologists and Clinicians Confirm
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