Coffee, tea, and caffeinated cognition

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Conference Proceeding
Advances in Consumer Research, 2014, 42 pp. 596 - 596 (1)
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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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