It is an old truism that it is better not to go shopping on an empty stomach. However, the wrong stomach contents can also lead to more desire to buy. This is reported by an international research group from the USA, France and Spain in the journal »Journal of Marketing«.
The team led by marketing researcher Dipayan Biswas from the University of South Florida set up a drinks stand in front of several stores in France and Spain. There, at different times, there were either ordinary espresso, a decaffeinated version, or water. In another experimental setup, the scientists lured the test subjects to a nearby cafeteria before shopping and gave them something to drink there. If the more than 300 volunteers approved a hot drink with caffeine before shopping, they spent more money afterwards. In addition, among the purchases there were more "hedonistic" products, that is, those that are for entertainment.
The effect decreased in people who usually drank more than two cups of coffee a day. Those with a high caffeine tolerance could therefore be immune to coffee impulses: caffeine in the brain causes an increased release of dopamine, which is reflected in the increased impulsiveness when shopping, so Biswas. According to the marketing researcher, consumers who want to control their lust should therefore not consume caffeinated drinks before shopping. "
