Dr. Howard Smith Oncall

  Vidcast:  https://youtu.be/IpROuUBJxfY   Those drinking coffee prior to shopping in stores spend 50% more money and purchases 30% more items than non-coffee drinkers.  Academic marketing investigators at the University of South Florida studied 300 subjects shopping in stores in France and in Spain.   One-half of the shoppers were provided a free cup of coffee containing 100 mg of caffeine.  The others were offered either decaf coffee or water.  Those drinking caffeine not only bought more items in total but the extra items were non-essential or impulse items.  Un-caffeinated shoppers bought the same numbers of essential items as those drinking caffeine.   In a side experiment looking at online shopping, the researchers followed 200 business school students who, by habit, drank caffeinated beverages or didn’t.  Analysis of their purchases revealed that the caffeinated shoppers bought more impulse than essential items.   https://journals.sagepub.com/doi/10.1177/00222429221109247   #shopping #caffeine #impulse