Caffeinated?

September 10th, 2022| Topic: RaMbLeS | 0

Finally, I figured it out. It’s been a mystery to me. I did come up with reasons, most of them banal, but now I’ve gotten it. I know why churches serve coffee before the service. Yup, I do.

I was helped in my discovery by a recent article in the Journal of Marketing, “Caffeine’s Effects on Consumer Spending.”

Researchers from the University of Florida reported that shoppers who sip on a complimentary cup of coffee before shopping ended up spending 50% more money and buying 30% more items than their non-caffeinated counterparts.

Declared lead study author Dipayan Biswas, Frank Harvey Endowed Professor of Marketing at USF:

Caffeine, as a powerful stimulant, releases dopamine in the brain, which excites the mind and the body. This leads to a higher energetic state, which in turn enhances impulsivity and decreases self-control. As a result, caffeine intake leads to shopping impulsivity in terms of higher number of items purchased and greater spending.”

These scientists set up an espresso machine at the entrances of a retail chain and home goods store in France, as well as a department store in Spain. Upon entering those stores, over 300 shoppers received a complimentary cup with nothing in it yet. About half of those shoppers ordered a coffee containing roughly 100 mg of caffeine, while the other half went with either decaf coffee or water. And of course, to complete the study, customers had to share their shopping receipts with researchers as they exited the stores.

Sure enough, people who drank caffeinated coffee purchased a significantly higher number of items and spent more money.

Another experiment was conducted in the laboratory, to test the impact of caffeine on online shopping. They separated a group of 200 business school students depending on whether they just drank caffeinated or decaffeinated coffee. Then, each person had to pick which items they would buy from a list of 66 options. Again, people drinking caffeine chose more “impulsive” items (like a massager) from the list while others tended to choose more practical goods like a notebook.

So, folks, bottom line: avoid that coffee in church. You are going to empty your wallet into that offering bag when it comes around!

Concluded the authors:

Consumers often shop online and in physical stores immediately after or while consuming caffeine. This is further facilitated by the increasing prevalence of coffee shops and also with some retail stores having in-store coffee bars and offering complimentary caffeinated beverages. …T hese findings are important for managers to understand how a seemingly unrelated behavior (i.e., caffeine consumption) in and/or around the store affects spending. From a consumer perspective, while moderate amounts of caffeine consumption have positive health benefits, there can be unintended negative financial consequences of caffeine intake on spending.”

Who knew church leaders were so devious (and also so up-to-date on matters of marketing and sociology)? Well, they are. And we’d better watch out. Unless you want to experience those “negative financial consequences of caffeine intake on” … giving!

On the other hand …

The Bible tells us:

Do not weary yourself to make wealth; by discernment, cease!
If you set your eyes on it, it is no more.
For [wealth] certainly makes for itself wings;
like an eagle it flies [to] the heavens.
Proverbs 23:4–5

And:

Honor Yahweh from your possessions, and from the first of all your produce;
so your barns will be filled with plenty, and with new wine your vats will overflow.
Proverbs 3:9–10

OK, maybe we do need that coffee in church.

So caffeinate. Give more. Be blessed!

SOURCE:
Study Finds; Journal of Marketing