A new study has revealed that caffeine consumption impacts what you buy and how much you spend when shopping. Published in the Journal of Marketing, the study highlighted the increasing trend of adding coffee shops near the entrances of retail stores.
For the study, researchers set up an espresso machine at the entrances of a retail chain and home goods store. Upon entering those stores, shoppers were given complimentary caffeinated coffee, water and decaf. While exiting, customers had to share their shopping receipts with the team.
As per the findings, shoppers who drank a cup of caffeinated coffee before shopping spent about 50 per cent more money and bought nearly 30 per cent more items than shoppers who drank decaf or water. The team also found a similar impact of caffeine consumption during online shopping.
Hence, consumers who are trying to control impulsive spending should avoid consuming caffeinated beverages before shopping, the study authors suggested.
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