JULY 9, 2022|FOOD AND DRINK
Why Coffee Might Make You Impulsively Buy Useless Junk
In addition to the old advice about never going grocery shopping when you're hungry, you should also make sure you're not overly caffeinated before doing any kind of shopping. Otherwise, you might end up with a closet full of sad and useless candles and other crap you'll regret ever owning.
Never drink coffee right before shopping. I was reading a research study this week about how the caffeine in coffee leads to impulsive shopping behavior and as a coffee lover, I was tempted to dismiss it. Then I thought about the Kickstarter I funded for a perfume that smells like outer space. Yes, maybe I should cut back on the coffee.
A new study published in the Journal of Marketing which found shoppers who had a complimentary caffeinated coffee right before shopping ended up spending more and buying more impulsively that those who chose to drink water or decaf coffee. The effect also seems to impact online shopping behaviour as well.
Several years ago, another study found that the caffeine from coffee also had a similar effect on problem gamblers. So now in addition to the old advice about never going grocery shopping when you're hungry, you should also make sure you're not overly caffeinated before doing any kind of shopping. Otherwise, you might end up with a closet full of sad and useless candles and other crap you'll regret ever owning.
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A Short Backstory Of This Blog
This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.
