I saw a report some time ago that said "Drinking coffee will cost you a lot of money." At first I thought it was coffee lovers who spend a lot of money on buying coffee? But when I look back at myself, aside from the coffee utensils and equipment, it’s okay to spread the money just to buy beans every month. A closer look at the results revealed that it turned out to be a new study that found that drinking coffee before shopping leads to more consumption.
The study is the work of researchers at the University of South Florida, who have published a paper in Research Discovery, Researchers at the University of South Florida conducted research at a retail and home goods store in France and a department store in Spain. I installed an espresso machine before, although I don’t know why university researchers in the United States must go to Europe to do such research. Is it a targeted group? Before entering one of the stores, customers are given an empty cup, which they can then fill with caffeinated coffee, decaf or water, with about half of the more than 300 shoppers opting for caffeinated coffee. Caffeinated coffee. They will then proceed with the rest of the shopping session, and when they are finished, the customer will share their shopping receipt with the researchers.
The study found that those who chose caffeinated coffee purchased significantly more items and spent more money, spending an average of about 50% more and purchasing 30% more items than those who chose decaffeinated coffee. At the same time, the additional items purchased by the caffeinated group were non-essential, a bit like impulse purchases. When comparing the types of items purchased by the two groups, there is no difference in quantity from a necessities perspective, such as kitchen utensils and storage baskets, etc., but when it comes to non-necessities, such as aromatherapy or candles, those People who drink caffeine first are more likely to make impulse purchases.
Researchers not only conducted offline physical supermarket tests in Europe, but also conducted a second online shopping study on school students, which also confirmed this. Compared with students who do not drink coffee, students who drink coffee usually Those non-essential items will be selected from a list of options. The researchers have suggested that the reason for the increased consumption may be due to the way caffeine interacts with the brain. Caffeine acts as a powerful stimulant, releasing dopamine in the brain, exciting the mind and body. This results in a higher energy state, which in turn increases impulsivity and reduces self-control . Caffeine consumption therefore leads to shopping impulses, i.e. buying more items and greater spending.
I personally don’t want to say much about the details of this study, but there is a doubt, that is, when caffeine really has an impact in the body, is it really just a quick shopping process? For a "quick fix" shopping decision maker like me, it seems like I might be done shopping before the caffeine even takes effect, hahaha. Please share your experiences or opinions.
