Why it’s not good to drink coffee before you go shopping

Coffee, the favorite stimulant drink of the West, has a large number of scientifically proven benefits for our health. However, it could also have a negative effect, especially for certain people and in certain contexts.

Hedonic products

According to a scientific article, drinking coffee before going shopping is associated with higher spending.

Although it is a work carried out in the field of marketing, it is also very interesting information from the point of view of medicine, because it sheds light on the effects of the psychoactive substance (in this case, caffeine) on the functioning of the nervous system.

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In fact, the extra spending that caffeine appears to stimulate is not evenly distributed across product classes, but appears to be particularly focused on what are called “highly hedonic products”: those that produce sensory pleasure. In contrast, the effect of drinking was insignificant on purchases of purely utilitarian products.

The theory behind it is that caffeine, as some previous studies have indeed shown, induces a state of “energetic arousal”: a form of positive alertness in which there is no response to a perceived threat, but rather a search for pleasant sensory stimuli. In this way, highly hedonic product features would be more attractive to the consumer.

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Marketing strategies… and consumer protection

authors explain that the discovery is relevant in various fields. For example, they think it could be a point for businesses to consider, for example considering the proportion of highly hedonic products.

In this sense, they aim to investigate in the future aspects such as the influence of various environmental elements (smells, music) on consumers under the effect of caffeine, especially taking into account how widespread the use of caffeinated foods is.

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They invite us to consider this data when preparing awareness campaigns and public policies aimed at protecting consumers and promoting responsible spending.

The information presented in this website is informative and does not replace the medical diagnosis or the product leaflet. Any decision regarding your health should only be made after consulting your doctor.

Source: DoctorulZilei by www.doctorulzilei.ro.

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