Caffeine & Shopping
I wondered why there is a Starbucks in my Target. Now it all makes "marketing sense".
Caffeine seems to make folks buy more retail items.
Drinking a caffeinated beverage before shopping leads to more items purchased and even increased spending.
In other words, caffeine is not just an energy booster, it's a spending booster!
Boost or Jitters
A joint study from diverse marketing institutions so, this was a HUGE, collaborative project.
Researchers from the University of South Florida, European University Viadrina, Louisiana State University, SKEMA Business School, and Neoma Business School.
Their studies show that the effect of caffeine is stronger for "high hedonic" products such as scented candles, fragrances, décor items, and massagers.
Yet weaker for "low hedonic" products such as notebooks, kitchen utensils, and storage baskets.
Several studies have demonstrated that caffeine intake enhances "arousal", which is experienced as a state of "activation" and "alertness".
Arousal can be a "positive" hedonic state -- referred to as excitement or energetic arousal -- such as when one feels active, energized, and excited.
Or it can be a "negative" hedonic state -- such as "tense arousal" -- such as when one experiences tension and nervousness.
This of course is observed as some folks feeling "boosted-up" and "good" with that morning cup of Joe. Yet others may feel jittery and too wired.
Energetic arousal enhances the "perception of product features" and, in turn, increases 'purchase intentions' for hedonic products such as buttery, salty popcorn, chocolate candy, and luxury vacations.
A Marketing Method
We may see more and more coffee kiosks inside stores as we now, of course, see in malls. And, when you see them, you will now know there is a marketing method to their marketing madness, yes?
Now my Target makes sense, ha! I admit to sometimes enjoying Starbucks’ egg whites while picking up some items.
But, I love my own coffee at home in the morning, my precious cup of Joe. Who knew that might lead to more "wallet biopsies", ha!
Share your thoughts, do you spend more when you drink coffee while you shop?
(This was originally published on Dr. Berkson’s Smart+Heart Private Facebook page on 7/2022)
Reference:
EXPRESS: Caffeine's Effects on Consumer Spending. Journal of Marketing, 2022; 002224292211092 DOI: 10.1177/00222429221109247