Coffee, Tea, and Caffeinated Cognition

Sam Maglio, University of Toronto, Canada
Eugene Chan, University of Technology, Sydney, Australia
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.
[ to cite ]:
Sam Maglio and Eugene Chan (2014) ,"Coffee, Tea, and Caffeinated Cognition", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 596-596.