Knowledge has increased! Research shows that coffee can stimulate consumption desire! There is a "conspiracy" for coffee shops to open in shopping malls!

Coffee as one of the three major drinks in the world, its refreshing effect is highly sought after by workers, and almost every worker is very familiar with the taste of coffee. Recently, foreign studies have shown that coffee can stimulate people's impulse to spend, thus increasing expenditure. The study, published in the Journal of Marketing, has an impact factor of 9.462.

Drinking a cup of coffee before shopping costs 50% more and buys 30% more goods than non-caffeinated peers, according to researchers at the university of south Florida.

Professor Dipayan Biswas, a researcher at the University of South Florida, said caffeine is a powerful stimulant that releases dopamine in the brain, stimulating the body and mind and entering a higher energy state, which in turn increases impulsiveness and reduces self-control.

Professor Biswas and his colleagues conducted three experiments in several retail stores, including the installation of an espresso machine at the entrance of a French retail chain and furniture store and a Spanish department store.

After entering these stores, more than 300 shoppers received an empty cup. About half of these shoppers ordered coffee with about 100 milligrams of caffeine, while the other half opted for decaffeinated coffee or water. The shoppers also shared their receipts with researchers as they left the store.

The researchers found that shoppers who consumed caffeine before going shopping spent about 50% more and bought nearly 30% more goods. Those who consumed caffeine bought more non-essentials, such as scented candles and perfume, than other shoppers, while there was little difference between the two groups in the purchase of practical items such as kitchen utensils.

In addition, the researchers conducted a fourth experiment in the laboratory on online shopping. 200 subjects were divided into two groups, one group drinking caffeinated drinks and the other group drinking non-caffeinated drinks, and all subjects were asked to choose what they wanted to buy from a pre-selected list of 66 options.

Interestingly, the results of the fourth experiment are similar to those of the previous three offline shopping experiments. Subjects who consumed caffeine chose items that were more often thought of as impulsive consumption, such as massages, while others chose more practical items, such as laptops.

Many scientific studies have shown that moderate consumption of caffeine can have positive effects on health, such as increasing work efficiency. However, the new study suggests that consuming caffeine while shopping can have unintended negative financial consequences.

Some netizens left a message saying that instead of drinking coffee, they kept the money in their wallet in disguise.

Some netizens have expressed their deep understanding of this.

Seeing this, the code worker had an epiphany: no wonder he has the impulse to buy coffee beans and perimeter every time he goes to another cafe.

Photo Source: Internet

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