Coffee is unbelievably popular, and many of us drink it every day without really thinking about how it impacts us. The truth is that coffee has benefits, and studies even suggest that consumption can improve our health in multiple ways.
It is estimated that in 2020-21, 166.63 million 60 kilogram bags of coffee beans were consumed worldwide, and this figure is growing every year.
Coffee can also affect our behaviours. You might have felt this, sometimes you get the “buzz” from coffee and start to feel a little more alert. You might even feel a little bit giddy. Also, you will probably have felt a caffeine crash, which often happens after consuming too much.
A recent study looked at one of the key behavioural impacts of coffee, and whether or not it would have an impact on the way we spend. Certain substances, as well as the mood that we are in, may impact whether or not we are likely to impulse buy, and recent studies looked to explore that topic.
In one study, a control group were served water in a cafe before they went shopping. There was another group of people who were asked to drink a standard cup of espresso, which contains about 75 mg of caffeine. A lot of people assume that espresso is one of the highest caffeine ways to prepare coffee beans, but it is not necessarily. The small size means this is a “shot” that can be consumed very quickly.
The participants were then accompanied to the entrance of a department store, where they were asked to spend two hours looking around or shopping. Then they took a survey and were asked to show receipts of any purchases that they had made while shopping. During this two-hour shopping trip the participants did not know what exactly was being tested. Though they used receipts to show their purchases no photographs were taken to protect the participants’ privacy, so an honesty level was assumed.
The interviewers found that the group who were given caffeine spent more than those who did not. In fact, the findings were significant. The group who did not consume any coffee spent €33.69 on average while they were shopping. This was compared to a €62.82 spend in the caffeine group. While a few Euros one way or another may not have suggested a big impact from coffee (or other forms of caffeine) the fact that this study showed almost double the spending means that many eyebrows were raised.
In another part of the same study, customers entering a department store were given complimentary beverages, and some were provided with decaf coffee while others had caffeinated.
At the end of their shopping trip the researchers asked if they would be able to see the receipts of those who had been shopping, and they also took a survey and noted the number of items.
The findings of this study were very similar. The group who had taken on caffeine were found to have spent an average of €34.02 on their trip, whereas those who had decaf coffee spent just €17.81 on average.
For both of these studies to suggest the same thing means that we can be pretty sure that there is some impact of coffee on impulse buying. These were reasonable conclusions to draw from the study. So what is going on that causes this?
Why coffee increases impulse buying
Caffeine is known to be a stimulant, and this has a few different effects on the brain. One of these is that it can make us feel more focused, and sharper. This is why many people like to consume it before work, for instance. It also helps people to feel more awake, though it doesn’t strictly provide energy.
One thing it does is encourage the brain to release dopamine, known as a “happy hormone” that makes people feel more positive, but can also impact things like mood and how impulsive we feel. If you feel energetic and positive it is likely that more things might be noticed and take your fancy as you walk around a store.
This seems to make sense, and when you think about what it has felt like at times when you have consumed a lot of caffeine. Sometimes you feel more like making impulse buys in this sort of scenario. That’s certainly what the evidence has shown.
Summary
It is amazing that we still don’t fully understand the impact of caffeine when you think about how widely-consumed coffee beans are, along with tea and energy drinks that contain varying amounts of caffeine. One conclusion that can be drawn is that it is likely to lead to higher spending and impulsive purchases, so it may not be the best idea to grab a coffee before you head to an expensive store.
Written by Rimgaile Vosylyte
