A study has found drinking coffee before going shopping could cause you to spend more.
Published in the Journal of Marketing, the study examined how coffee consumption influenced spending and found it stimulated additional purchases as well as higher spends. It also found drinking the caffeine rich substance also had an impact on the kinds of items bought, reported The Mirror.
Researchers found coffee-fuelled shoppers preferred to buy more "hedonic" and sensual items such as candles and massagers. Caffeinated shoppers were also more likely to spend big on fragrances, chocolate, decorative objects, and luxury vacations; while low hedonic items like stationery, kitchen utensils and storage items were less likely to be purchased by buzzed buyers.
READ MORE: Dentist warns of TikTok DIY dental 'hacks' amid Turkey Teeth trend
Justifying their investigation, the paper's authors said caffeine was under-researched as they 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."
To find this out, social scientists from across the world conducted studies on people entering shopping centres, handing some a caffeinated beverage and others decaf or water. After running trials in Spain and France, their results were convincing: "We found that the caffeine group spent significantly more money and bought a higher number of items than those who drank decaf or water."
The study states this happened because coffee triggers a state of physical arousal in the body, where one feels active, energised and excited. In this state, we become more perceptive to a product's features and more swayed by pleasing aesthetics. The sweet spot for this is a low to medium dose of coffee, with 30mg to 100mg of caffeine inducing an energetic arousal conducive to shopping, while higher doses tend to cause a more tense and difficult rush.
They concluded: “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."
Receive newsletters with the latest news, sport and what's on updates from the Liverpool ECHO by signing up here
READ MORE:
Spain clarifies rule as Brits told they have to spend £85 a day
Furious Brits abroad forced to pay €350 for four drinks
Universal Credit, PIP, ESA and JSA benefit payment date changes for August
Channel 4 A Place in the Sun 'fail' as property viewing is 'gatecrashed'
Coronation Street's Jane Danson wishes famous husband a happy birthday
