The Espresso effect: How caffeine influences our shopping behavior

A rumbling stomach can put even the most disciplined shopper off their stride—but there's another culprit. As it turns out, drinking coffee beforehand can turn us into impulsive buyers as well. A study published in the Journal of Marketing reveals that consumers tend to spend more after drinking caffeinated beverages such as coffee or coke. The reason is simple: Caffeine suppresses sleep-related hormones, boosts alertness, and ultimately encourages more spontaneous, less restrained behavior.