New study finds drinking coffee before shopping can increase impulse spending

Virgin Radio

5 Aug 2022, 14:48

(L-R) A cup of coffee and a woman carrying shopping bags

Pic: Getty

If you're planning a shopping trip soon, be sure to avoid hitting the coffee beforehand.

Yes, we all love a little (or a lot) of caffeine to get through the day, but if you're watching your bank account it could help you out to give it a miss.

A new study has revealed that drinking coffee before shopping makes you likely to spend more than expected, and also shop more impulsively.

The new study was published in the Journal of Marketing.

It also revealed that coffee drinkers were found to splash out more on on 'hedonic' pleasurable items like holidays and expensive candles.

In comparison, those who skipped coffee were likely to spend sensibly on stationary and kitchen utensils.

Authors of the study said: "Understanding how and why caffeine consumption influences spending is important since caffeine is one of the most powerful stimulants that is both legal and widely available."

The researchers looked at the spending habits of people who were given a drink before entering a shopping centre.

People were split into groups, and were given caffeinated, decaf and water.

Results showed that "the caffeine group spent significantly more money and bought a higher number of items than those who drank decaf or water."

After caffeine, drinkers feel more energetic.

This state of arousal made shoppers more aware of the pleasure they would get from something like lounging by the pool on holiday.

The researchers wrote: "Hence, consumers trying to control impulsive spending should avoid consuming caffeinated beverages before shopping.

"Policy makers may also want to inform consumers about the potential effects of caffeine on spending."

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