Summer sales: do not drink this drink before your shopping

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The summer sales started this Wednesday, June 22, 2022 and will last until July 19, the opportunity to find some clothes and other accessories for the house or the holidays at a lower price. But if you want to be careful with your wallet, you should first be careful about the drink you consume before and during your shopping session, according to American researchers.

Coffee, tea, soda, energy drinks… They reveal that the caffeine present in these drinks can influence our purchases. “These findings are important for managers to understand how seemingly unrelated behavior (eg, caffeine consumption) in and/or around the store affects spending,” the researchers said.

Purchasing behavior: drinking coffee would increase spending by 50%

“Some shops have a bar and offer free caffeinated drinks,” write the authors of the study published in the journal Journal of Marketing. On this observation, they led several field experiments, in order to examine the influence of caffeinated drinks on the purchasing behavior of individuals.

Three experiments were conducted in stores where an espresso machine had been installed near the store entrance. Half of the voluntary customers received a coffee with approximately 100 mg of caffeine and the other half had a decaf or water. After their purchases, they gave their receipt to the researchers so that they could analyze them.

A fourth experiment was also carried out in the laboratory using 200 volunteer students who consumed either coffee or decaffeinated. For the experiment, the two groups had to choose which products they would buy from a list of 66 items.

Results: people who consumed caffeine bought about 30% more items compared to others. In total, they even spent almost 50% more money. These findings were confirmed by the fourth experiment with students’ online purchases.

Caffeine: a powerful stimulant that increases compulsive shopping

Consuming coffee, energy drinks or even sodas during a shopping session can therefore have unintended consequences on your behavior. “Caffeine, as a powerful stimulant, releases dopamine in the brain, which excites the mind and body. This leads to a higher energy state, which in turn increases impulsivity and decreases self-control. Therefore, caffeine consumption leads to impulsivity in purchases, which results in more items purchased and more spending,” lead research author Dipayan Biswas explained in a statement.

Scientists also found that people who consumed caffeine had more likely to buy products for fun rather than useful things.

“In other words, consumers trying to control their compulsive buying should avoid consuming caffeinated beverages before shopping.”

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