来源：《哈佛商业评论》2023年5月6月双月刊
It’s second nature for many of us to grab a cup of coffee on the way to the mall or when settling in to shop online. Turns out, though, that consuming the drink, or having any caffeinated beverage, may affect how much and what we subsequently purchase.
对于我们中的许多人来说，在去商场的路上或在网上购物的时候喝杯咖啡是第二天性。然而，事实证明，喝这种饮料，或喝任何含咖啡因的饮料，可能会影响我们随后购买的数额和产品。
Researchers conducted five studies to investigate whether and how caffeine influences consumer spending. Across three field studies, some 300 shoppers entering home goods stores in France and Spain were offered a complimentary cup of coffee or a caffeine-free drink. Upon exiting the store, they showed the researchers their receipts. Those who had had coffee bought nearly 30% more items than the others and spent about 50% more. One of the studies also showed that the coffee drinkers bought different types of things, skewing toward high-hedonic products such as perfume and scented candles rather than more-utilitarian items. Two subsequent lab experiments with French business students and U.S. undergraduates found similar results.
研究人员进行了五项研究，以调查咖啡因是否以及如何影响消费者支出。在三个实地研究中，大约300名购物者进入法国和西班牙的家居用品商店，免费提供一杯咖啡或不含咖啡因的饮料。离开商店时，他们向研究人员出示了收据。那些喝过咖啡的人比其他人多买了近30%的东西，多花了大约50%的钱。其中一项研究还表明，喝咖啡的人会购买不同类型的东西，倾向于购买香水和香薰蜡烛等高享乐性的产品，而不是更实用的产品。随后在法国商学院学生和美国本科生中进行的两次实验室实验也得出了类似的结果。
The researchers note that “caffeine consumption enhances energetic arousal”—a state of alertness and excitement—which “leads to impulsivity during the shopping trip.” The effect was greatest among consumers who typically have two or fewer cups of coffee a day; it was attenuated for heavier imbibers.
研究人员指出，“咖啡因的摄入增强了精力充沛的唤醒”——一种警觉和兴奋的状态——这“导致了购物之旅中的冲动”。通常每天喝两杯或更少咖啡的消费者的效果最大；对于较重的咖啡饮用者，这种效应就减弱了。
Retailers obviously stand to gain if shoppers drink a caffeinated beverage before or during their browsing—and with coffee bars or free samples available at many retail venues, some are already set up to do so. Retailers could also tweak their mix of high- and low-hedonic products according to whether they offer their customers coffee and other stimulating drinks. For their part, consumers should be mindful that while caffeine can make for a more pleasant and energized shopping experience, they might end up with unplanned purchases they will later regret.
如果购物者在浏览商品之前或浏览商品期间喝含咖啡因的饮料，零售商显然会从中获利，而且许多零售场所都有咖啡吧或免费样品，有些零售商已经准备好这样做了。零售商还可以根据是否为顾客提供咖啡和其他刺激性饮料来调整高享乐性和低享乐性产品的组合。就消费者而言，他们应该注意，虽然咖啡因可以带来更愉快、更有活力的购物体验，但他们可能会在计划外购物，并在之后后悔。