Drinking coffee, tea, energy drinks or soft drinks before or during a shopping trip can increase your spending. The conclusion is drawn from the study “The Impact of Caffeine on Consumer Expenses”, published in the Journal of Marketing, based on experiments conducted both in retail stores and in laboratory conditions.
According to a study published by WARC, people who choose this type of drink tend to show higher levels of impulsivity, which can also lead to higher spending and more purchases. “That’s why consumers trying to control impulse spending should avoid drinking caffeinated drinks before shopping,” the review says.
The study also shows that the impact of caffeine on purchases is felt more in products that are considered hedonic, that is, from which consumers get some pleasure, such as clothing or games. On the other hand, impulsive behavior seems to slow down when it comes to things less leisurely.
More generally, those in charge of experience emphasize that activities that do not appear to be related to a purchase decision should also be considered by marketers, such as the consumption of caffeinated beverages.
