Sober without coffee? Coffee is enough to alert the brain, study says

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If you forget to buy more coffee but still have a bottom cup of coffee, the good news is that just seeing coffee or something that reminds you of it is enough to stimulate your mind, according to a new study. Coffee is known for its effects on alertness and attention, and new research suggests that even without drinking coffee, clues are enough to alert the brain.

The study consists of four studies involving individuals who regularly drink coffee and tea in Eastern and Western cultures. The team studied the possible mental alert effects of coffee and tea cues on participants who saw them.

Participants who were exposed to coffee-related cues but did not actually drink coffee experienced a conceptual change, which included thinking in "more specific, more precise terms" and seeing time as shorter. However, the impact is not so strong among individuals in Eastern cultures, and the link between coffee and vigilance may be less prominent.

This finding may reveal some consumer behaviors and how they affect them from a marketing point of view. Similarly, the study suggests that humans may experience similar "priming" in the presence and advice of other products, such as increased alertness when seeing energy drinks.