Hugh: Coffee May be Partially to Blame for Your Impulse Buying Habits

Are you an impulse shopper? Well you can at least partially blame coffee for spending too much, at least according to one study. Researchers conducted an experiment where customers entering stores were offered a complimentary beverage – either water, decaffeinated coffee, or regular coffee. After exiting the shopping area, the shoppers shared their receipts and the study found that those who had a caffeinated beverage before shopping purchased a “significantly higher” number of items and spent 50% more than those who had decaf or water. Specifically, the coffee drinkers purchased more non-essential items than the other shoppers. Any difference in buying practical or necessary items was minimal. Lead author Dipayan Biswas explains, “caffeine, as a powerful stimulant releases dopamine in the brain, which excites the mind and body. This leads to a higher energetic state, which in turn enhances impulsivity and decreases self-control.”