We already knew that it is best to avoid shopping on an empty stomach, so as not to spend too much. Another habit, however insignificant, should be avoided.
Controlling your budget when shopping is not always easy. You have to be well organized and not give in too much to temptation. It is often advisable to make a list and plan your meals to limit impulse purchases and limit yourself to the sections you need. Comparing prices, even if it takes time, is essential. You also need to be attentive to promotions.
Another little tip that concerns before the race: you must have eaten. Shopping on an empty stomach can encourage you to buy according to your desires and therefore more. Stéphanie Drieu, dietitian nutritionist, ensures France Blue that being hungry while shopping leads to ending up with products that are not necessarily useful and rarely healthy. However, this is not the only bad habit that needs to be broken. A small everyday gesture can also encourage you to spend. People giving in would spend 50% more and buy about 30% more items.
According to a study published in Journal of Marketingit is caffeine which, this time, has an effect on purchasing behavior. This research was conducted in several stores where customers were offered a free 50ml espresso while others received water or a cup of decaffeinated coffee. At the exit, the researchers asked them for their receipt. They found that the consumption of this drink was associated with an increase in the number of items and therefore the shopping budget. People who drank coffee were also more likely to indulge in “sinful” purchases like chocolate.
The study explains this behavior by the “exciting” effect of caffeine. “Caffeine, as a powerful stimulant, releases dopamine in the brain, which excites the mind and body. This leads to a higher energy state, which in turn improves impulsivity and decreases self-control. self”, analyzes the main author of the study, Dipayan Biswas. Coffee consumption, even moderate, would be enough to have an effect on spending.
“These findings are important for managers to understand how seemingly unrelated behavior (e.g., caffeine consumption) in and/or around the store affects spending,” the researchers explain. The same experiment was replicated with online shopping and yielded similar results.