Put down the coffee: Study finds caffeine drives impulse purchases

Feedback is our weekly column of bizarre stories, implausible advertising claims, confusing instructions and more

On the scent

It turns out that drinking coffee will unlock Feedback’s wallet faster than rumours of a hot new crypto offering. A study in the Journal of Marketing reports that consuming a caffeinated drink before shopping gets us to spend one-and-a-half times the amount we would have done had we chosen decaffeinated coffee or water instead. Lead author Dipayan Biswas at the University of South Florida blames the dopamine released as a result of the stimulant, which in turn boosts impulsivity, lowers self-control and (quite specifically) sends the sale of scented candles (see page 16) rocketing.

Internet bubbles

Alas, …