See By Brian Gallagher of Nautilus. It is about research by Dipayan Biswas, Professor of Marketing at the University of South Florida. Excerpts:
"When we started looking into this, it was surprising that there hadn’t been any work linking caffeine consumption with shopping behavior. Caffeine is the most popular stimulant worldwide. It’s actually the most popular legally-available drug. Eighty-five percent of Americans, including children, consume caffeine daily, which enhances our energetic arousal. So we wanted to know, when you are in a more energetic state, how does it affect your shopping behavior? We just published our results in the Journal of Marketing.
Our first study was at a store in France, just north of Paris, Reims. We offered the customers coming inside a random complimentary beverage—a coffee, espresso, or decaffeinated espresso. We got almost the same number of participants for each condition. On their way out, we asked them if we could see their receipts. We found that people who had caffeinated espresso spent more money. They also bought a higher number of items, not just more expensive items. A similar study of ours in Spain found the same pattern. So did multiple lab studies in the United States, where we gave participating undergrad students a caffeinated beverage or decaffeinated beverage before we sent them to a shopping website."
"there’s a growing trend for caffeine being available to customers when they enter a store. Some stores are offering complimentary coffee"
"I think it was Mercedes that had free coffee at one of their stores in Germany. They found—there could be other factors contributing—that overall sales were higher after they put in free coffee."
1 comment:
when it comes to Mercedes, it could be that people are just enamored with the brand and what it represents....
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