Are you going to the mall? Forget the coffee if you don’t want to ruin your finances.
According to a recent study by researchers from five US and European schools, people who drink a caffeinated beverage before shopping tend to buy more items and spend more.
In particular, caffeine-fueled shoppers are looking for “highly hedonic” products, according to researchers from the University of South Florida, Louisiana State University, European Viadrina University, SKEMA Business School and Neoma Business. School, the latter two in France.
These include things like:
- scented candles
- Perfumes
- Decorative items
- Masseurs
The effect of caffeine is weaker when it comes to “low hedonic” products such as notebooks, kitchen utensils and storage baskets, according to findings recently published in the Journal of Marketing.
Interestingly, the impact of caffeine on expenditure is stronger for those who drink just over two cups of coffee or less per day than for those who are heavy coffee drinkers.
The researchers note that caffeine is “one of the strongest stimulants that is both legal and widely available” and say that about 85% of Americans consume at least one caffeinated drink every day.
Previous studies have shown that caffeine consumption boosts arousal. This can lead to a positive hedonic state – called arousal or energetic arousal – or a negative hedonic state called “tense arousal”, in which one experiences tension and nervousness.
People who experience energetic arousal are more connected to their perception of product characteristics. This leads them to be more interested in purchasing hedonic products such as butter popcorn, chocolate candies and luxury vacations, the researchers found.
As part of the study, researchers installed an espresso station outside retail stores in France and Spain. When people entered the stores, half of the 300 shoppers received a free cup of coffee, while the other half received decaffeinated coffee or water.
It was later revealed that newly caffeinated shoppers spent significantly more – and bought more “hedonic” items – than their decaffeinated peers.
The researchers conclude:
“Overall, retailers can benefit financially if shoppers consume caffeine before or during purchases and the effects are stronger for products with high hedonic content. It is important for retailers to take this into account when determining the proportion of hedonic products in their stores. Policy makers may also want to educate consumers about the potential effects of caffeine on spending.
If you’re having trouble taming your tendency to impulse buy, check out “15 of the Best Ways to Stop Overspending in 2022.”