Coffee, tea, and caffeinated cognition

Publication Type:
Conference Proceeding
Citation:
Advances in Consumer Research, 2014, 42 pp. 596 - 596 (1)
Issue Date:
2014-01
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People associate coffee with urgency and tea with relaxation due to their differing levels of caffeine. Accordingly, tea anchors thoughts in the future, boosting creativity and dampening the relevance of product-related details; coffee reverses these effects. This holds when thinking about or consuming the beverages and disappears for decaffeinated drinks.
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