28/03/2026
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People who drank a cup of caffeinated coffee before shopping spent roughly 50% more money and bought almost 30% more items than people who drank decaf coffee or water, a study by the University of South Florida found.
Caffeine also influenced the types of products people bought: Those who drank coffee bought more non-essentials.
The results were similar for online and in-person shoppers alike. In one of the researchers' tests, business school students who drank a caffeinated coffee chose more “impulsive” items to purchase online, while those who drank decaf selected more practical items.
“Caffeine, as a powerful stimulant, releases dopamine in the brain, which excites the mind and the body," Dipayan Biswas, the lead researcher said. "This leads to a higher energetic state, which in turn enhances impulsivity and decreases self-control.”
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https://money.com/drinking-coffee-impulse-shopping-study/
