Think before you drink, if you want to save cash (Picture: Getty Images/Cavan Images RF)
If you’re trying to save the pennies, you may want to avoid caffeine before your next trip to the shops.
That’s because, according to a new study, one may influence the other.
It seems drinking coffee before a shopping trip might encourage more impulsive spending.
According to new research, recently published in the Journal of Marketing, sipping on your go-to coffee order before shopping makes you more likely to spend more than expected – and also shop more impulsively.
It seems it can also influence the type of spending, too – as researchers found coffee drinkers splashed out more on ‘hedonic’ (AKA pleasurable) items, like holidays and expensive candles.
Those who didn’t drink coffee before shopping were found to purchase more sensible items, such as stationery and kitchen utensils.
Researchers looked at the spending habits of people who were given a drink before entering a shopping centre – these included caffeinated, decaf and water.
Results found the caffeine group spent significantly more money and bought a higher number of items than those who drank decaf coffee or water.
So if you’re heading for lunch before your next shopping trip, you may want to consider your drinks order more carefully.
The key takeaway was that researchers noted coffee made shoppers more energetic and this arousal made individuals more aware of the pleasure they could get from certain items.
This makes sense, really, when you think of the tell-tale ‘coffee buzz.’
Commenting on the study, researchers noted: ‘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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