SD Dojavi
OSMRTNICE
PRETPLATA
PREMIUM
stdClass Object ( [id] => 1250837 [title] => Ovo nikako nemojte napraviti danas dok budete kupovali poklone za ispod bora! Dokazano je da ćete potrošiti puno više nego što ste planirali; evo i zašto [alias] => ovo-nikako-nemojte-napraviti-danas-dok-budete-kupovali-poklone-za-ispod-bora-dokazano-je-da-cete-potrositi-puno-vise-nego-sto-ste-planirali-evo-i-zasto [catid] => 264 [published] => 1 [introtext] => [fulltext] =>

Odete u trgovinu jer vam neki proizvod hitno treba i čvrsto ste uvjereni da ćete kupiti samo taj proizvod – a onda se iz trgovine vratite s punom košarom ili čak kolicima. Je li vam poznata ta situacija? U tom slučaju dobro je razmisliti o svojim navikama prije kupovine. Kako su istraživači nedavno otkrili, jedan od razloga zašto u trgovini potrošimo znatno više nego što smo namjeravali može biti naizgled nevina šalica kave prije posjeta trgovini...

Stimulans za ekstrapotrošnju

Studija, objavljena u časopisu Journal of Marketing, donosi loše vijesti za one koji vole svratiti u kafić prije kupovine. Ova vas navika može skupo stajati. Zbog kofeina koji konzumiramo neposredno prije kupovine možemo potrošiti i do 50 posto više nego što bismo inače. Kofein je stimulans koji, između ostalog, može potaknuti impulzivnost, pa tako i u vezi s kupnjom. Proizvodi na policama kojima inače ne bi pridavali previše pozornosti postaju puno primamljiviji. Čak ne mora biti velika količina kofeina u pozadini.

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Naime, navedeni postotak odnosi se na usporedbu kupnji onih koji su se prije odlaska u trgovinu počastili bezkofeinskom kavom/čašom vode i kupnji onih koji su popili samo jednu šalicu klasične kave, odnosno kave s kofeinom, prije kupovine.

Više kofeina - manje samokontrole

Razlika nije bila uočljiva samo u iznosu potrošenog novca, već je i usporedba odabranih proizvoda bila vrlo značajna. Ljudi koji su se počastili šalicom kave prije odlaska u trgovinu vjerojatnije su posegnuli za proizvodima niže uporabne vrijednosti ili manje potrebnim stvarima. Kao što je spomenuto, kofein je snažan stimulans. Kada konzumiramo kavu ili piće/hranu koja sadrži kofein, u našem mozgu se oslobađa veća količina dopamina koji stimulira i um i tijelo. Tako odjednom imamo osjećaj da imamo mnogo više energije, što povećava mogućnost impulzivnosti ili slabe samokontrole.

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Istraživači su do opisanih saznanja došli uz pomoć nekoliko eksperimenata. Jedan eksperiment uključio je nešto više od 300 ljudi kojima je ponuđeno besplatno piće prije ulaska u trgovinu u zamjenu za pokazivanje računa na kraju. Oni koji su odlučili sudjelovati mogli su birati između klasične kave, kave bez kofeina i vode. Eksperiment se odvijao ispred trgovine za poboljšanje doma u Francuskoj i robne kuće u Španjolskoj. Kupci koji su se odlučili za napitak s kofeinom u prosjeku su potrošili znatno više od onih koji su odabrali bezkofeinsku kavu ili vodu. Oni iz prve skupine u prosjeku su u trgovini ostavili 27,48 eura ili gotovo duplo više od onih koji su se odlučili za piće bez kofeina (prosječan iznos njihove kupovine bio je 14,82 eura).

U košarici više ‘ nepotrebnih‘ proizvoda

Korelacija je također otkrivena između kofeina prije kupovine i vrste proizvoda koji se kupuju. Ljudi koji su prije ulaska u trgovinu popili klasičnu kavu vjerojatnije su iz trgovine donosili proizvode poput svijeća i mirisa. S druge strane, kupnje onih iz kontrolne skupine, odnosno ljudi koji su prije ulaska odabrali bezkofeinsku kavu ili vodu, bile su puno praktičnije ili usmjerene na najvažnije proizvode za svakodnevnu upotrebu. Slični su bili i rezultati eksperimenta koji je ispitivao utjecaj kofeina na kupovne navike u online trgovinama. I ovdje su ispitanici koji su sudjelovali u eksperimentu češće birali manje hitne proizvode ako su prije toga konzumirali kofein.

Također je zanimljivo da je korelacija između rastrošnosti i kofeina mnogo izraženija kod nekih ljudi. Najsigurniji su oni koji piju najviše kave, jer su razvili toleranciju, pa na njih, primjerice, jedna šalica ima puno manji učinak nego na ljude koji inače piju jednu ili dvije šalice kave dnevno.

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nemojte napraviti danas dok budete kupovali poklone za ispod bora! Dokazano je da ćete potrošiti puno više nego što ste planirali; evo i zašto [num_of_authors] => 0 [author] => Joomla\CMS\User\User Object ( [isRoot:protected] => [id] => 3141 [name] => Javorka Luetić [username] => javorka-lueti [email] => javorka-lueti@sd.hr [password] => $2y$10$5nG3SklVzKARcZKbSEUQleN1B7rr3pudihHhhdwQReXNy8GUMmWNa [password_clear] => [block] => 0 [sendEmail] => 0 [registerDate] => 0000-00-00 00:00:00 [lastvisitDate] => 0000-00-00 00:00:00 [activation] => [params] => [groups] => Array ( [2] => 2 ) [guest] => 0 [lastResetTime] => 0000-00-00 00:00:00 [resetCount] => 0 [requireReset] => 0 [_params:protected] => Joomla\Registry\Registry Object ( [data:protected] => stdClass Object ( ) [initialized:protected] => [separator] => . ) [_authGroups:protected] => [_authLevels:protected] => [_authActions:protected] => [_errorMsg:protected] => [userHelper:protected] => Joomla\CMS\User\UserWrapper Object ( ) [_errors:protected] => Array ( ) [otpKey] => [otep] => [link] => /autor/javorka-luetic-3141 [profile] => stdClass Object ( [id] => 1659 [gender] => m [description] => [image] => [url] => [group] => 1 [plugins] => ) [avatar] => https://secure.gravatar.com/avatar/f4e74d567055c008abcb8309219045e8?s=100&default=https%3A%2F%2Ff03.slobodnadalmacija.hr%2Fcomponents%2Fcom_ocm%2Fimages%2Fplaceholder%2Fuser.png ) [numOfComments] => 0 [mainImage] => https://static.slobodnadalmacija.hr/images/slike/2022/12/21/19903310.jpg [galleryCount] => 3 [hasImage] => 1 [mainImageAuthor] => Matija Djanjesic/Cropix [mainImageDesc] => [popup_gallery] => Array ( [0] => stdClass Object ( [src] => https://static.slobodnadalmacija.hr/images/slike/2022/12/21/19903310.jpg [title] => Matija Djanjesic/Cropix ) [1] => stdClass Object ( [src] => https://static.slobodnadalmacija.hr/images/slike/2022/12/21/23774162.jpg [title] => /Shutterstock ) [2] => stdClass Object ( [src] => https://static.slobodnadalmacija.hr/images/slike/2022/12/21/23525440.jpg [title] => /Shutterstock ) ) [bgPosition] => [videoType] => allvideos [text] => {OCMSplitter}

Odete u trgovinu jer vam neki proizvod hitno treba i čvrsto ste uvjereni da ćete kupiti samo taj proizvod – a onda se iz trgovine vratite s punom košarom ili čak kolicima. Je li vam poznata ta situacija? U tom slučaju dobro je razmisliti o svojim navikama prije kupovine. Kako su istraživači nedavno otkrili, jedan od razloga zašto u trgovini potrošimo znatno više nego što smo namjeravali može biti naizgled nevina šalica kave prije posjeta trgovini...

Stimulans za ekstrapotrošnju

Studija, objavljena u časopisu Journal of Marketing, donosi loše vijesti za one koji vole svratiti u kafić prije kupovine. Ova vas navika može skupo stajati. Zbog kofeina koji konzumiramo neposredno prije kupovine možemo potrošiti i do 50 posto više nego što bismo inače. Kofein je stimulans koji, između ostalog, može potaknuti impulzivnost, pa tako i u vezi s kupnjom. Proizvodi na policama kojima inače ne bi pridavali previše pozornosti postaju puno primamljiviji. Čak ne mora biti velika količina kofeina u pozadini.

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/Shutterstock
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Naime, navedeni postotak odnosi se na usporedbu kupnji onih koji su se prije odlaska u trgovinu počastili bezkofeinskom kavom/čašom vode i kupnji onih koji su popili samo jednu šalicu klasične kave, odnosno kave s kofeinom, prije kupovine.

Više kofeina - manje samokontrole

Razlika nije bila uočljiva samo u iznosu potrošenog novca, već je i usporedba odabranih proizvoda bila vrlo značajna. Ljudi koji su se počastili šalicom kave prije odlaska u trgovinu vjerojatnije su posegnuli za proizvodima niže uporabne vrijednosti ili manje potrebnim stvarima. Kao što je spomenuto, kofein je snažan stimulans. Kada konzumiramo kavu ili piće/hranu koja sadrži kofein, u našem mozgu se oslobađa veća količina dopamina koji stimulira i um i tijelo. Tako odjednom imamo osjećaj da imamo mnogo više energije, što povećava mogućnost impulzivnosti ili slabe samokontrole.

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image
/Shutterstock
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Istraživači su do opisanih saznanja došli uz pomoć nekoliko eksperimenata. Jedan eksperiment uključio je nešto više od 300 ljudi kojima je ponuđeno besplatno piće prije ulaska u trgovinu u zamjenu za pokazivanje računa na kraju. Oni koji su odlučili sudjelovati mogli su birati između klasične kave, kave bez kofeina i vode. Eksperiment se odvijao ispred trgovine za poboljšanje doma u Francuskoj i robne kuće u Španjolskoj. Kupci koji su se odlučili za napitak s kofeinom u prosjeku su potrošili znatno više od onih koji su odabrali bezkofeinsku kavu ili vodu. Oni iz prve skupine u prosjeku su u trgovini ostavili 27,48 eura ili gotovo duplo više od onih koji su se odlučili za piće bez kofeina (prosječan iznos njihove kupovine bio je 14,82 eura).

U košarici više ‘ nepotrebnih‘ proizvoda

Korelacija je također otkrivena između kofeina prije kupovine i vrste proizvoda koji se kupuju. Ljudi koji su prije ulaska u trgovinu popili klasičnu kavu vjerojatnije su iz trgovine donosili proizvode poput svijeća i mirisa. S druge strane, kupnje onih iz kontrolne skupine, odnosno ljudi koji su prije ulaska odabrali bezkofeinsku kavu ili vodu, bile su puno praktičnije ili usmjerene na najvažnije proizvode za svakodnevnu upotrebu. Slični su bili i rezultati eksperimenta koji je ispitivao utjecaj kofeina na kupovne navike u online trgovinama. I ovdje su ispitanici koji su sudjelovali u eksperimentu češće birali manje hitne proizvode ako su prije toga konzumirali kofein.

Također je zanimljivo da je korelacija između rastrošnosti i kofeina mnogo izraženija kod nekih ljudi. Najsigurniji su oni koji piju najviše kave, jer su razvili toleranciju, pa na njih, primjerice, jedna šalica ima puno manji učinak nego na ljude koji inače piju jednu ili dvije šalice kave dnevno.

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Matija Djanjesic/Cropix /Shutterstock /Shutterstock
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Array ( [1] => stdClass Object ( [id] => 2 [name] => Superscript Title [value] => NIJE BEZAZLENA [type] => textarea [group] => 9 [published] => 1 [ordering] => 2 [alias] => SuperscriptTitle ) [3] => stdClass Object ( [id] => 61 [name] => Contains Infographic [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 4 [alias] => contains_infographic ) [4] => stdClass Object ( [id] => 62 [name] => Without ads [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 5 [alias] => Withoutads ) [5] => stdClass Object ( [id] => 63 [name] => Photo gallery [value] => ON [type] => radio [group] => 9 [published] => 1 [ordering] => 6 [alias] => Photo_gallery ) [6] => stdClass Object ( [id] => 64 [name] => Promo [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 7 [alias] => promo ) [8] => stdClass Object ( [id] => 67 [name] => Contains video [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 9 [alias] => contains_video ) [9] => stdClass Object ( [id] => 68 [name] => Premium content [value] => ON [type] => radio [group] => 9 [published] => 1 [ordering] => 10 [alias] => premium_content ) [10] => stdClass Object ( [id] => 69 [name] => Exclude comments [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 11 [alias] => exclude_comments ) [11] => stdClass Object ( [id] => 70 [name] => Open link in new window [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 12 [alias] => open_link_in_new_window ) [12] => stdClass Object ( [id] => 71 [name] => Horizontal crop of the main photo [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 13 [alias] => horizontal_crop_of_the_main_photo ) [13] => stdClass Object ( [id] => 73 [name] => No-index [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 15 [alias] => no_index ) [14] => stdClass Object ( [id] => 74 [name] => No-cache [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 16 [alias] => no_cache ) [15] => stdClass Object ( [id] => 77 [name] => Don't show on the front page [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 17 [alias] => dont_show_on_the_front_page ) [16] => stdClass Object ( [id] => 78 [name] => Related on bottom [value] => ON [type] => radio [group] => 9 [published] => 1 [ordering] => 18 [alias] => related_on_bottom ) [17] => stdClass Object ( [id] => 79 [name] => Live button [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 19 [alias] => live_button ) [26] => stdClass Object ( [id] => 87 [name] => Instant articles [value] => ON [type] => radio [group] => 9 [published] => 1 [ordering] => 28 [alias] => instant_articles ) [27] => stdClass Object ( [id] => 91 [name] => S preporučuje [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 29 [alias] => s_preporucuje ) [28] => stdClass Object ( [id] => 92 [name] => S voli [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 30 [alias] => s_voli ) [29] => stdClass Object ( [id] => 93 [name] => Layout with three photos [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 31 [alias] => layout_with_three_photos ) [30] => stdClass Object ( [id] => 94 [name] => Gallery in the article [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 32 [alias] => gallery_in_the_article ) [31] => stdClass Object ( [id] => 95 [name] => Required views [value] => 0 [type] => textfield [group] => 9 [published] => 1 [ordering] => 33 [alias] => required_views ) [32] => stdClass Object ( [id] => 96 [name] => FullHD image [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 34 [alias] => fullhd_image ) [33] => stdClass Object ( [id] => 97 [name] => City Select [value] => (0) [type] => select [group] => 9 [published] => 1 [ordering] => 35 [alias] => CitySelect ) [34] => stdClass Object ( [id] => 98 [name] => Paid Article [value] => OFF [type] => radio [group] => 9 [published] => 1 [ordering] => 36 [alias] => paid_article ) )
StoryEditorOCM
ŽivotNIJE BEZAZLENA

Ovo nikako nemojte napraviti danas dok budete kupovali poklone za ispod bora! Dokazano je da ćete potrošiti puno više nego što ste planirali; evo i zašto

Piše Javorka Luetić
22. prosinca 2022. - 08:52
19903310
PREMIUM
Galerija
Matija Djanjesic/Cropix

Odete u trgovinu jer vam neki proizvod hitno treba i čvrsto ste uvjereni da ćete kupiti samo taj proizvod – a onda se iz trgovine vratite s punom košarom ili čak kolicima. Je li vam poznata ta situacija? U tom slučaju dobro je razmisliti o svojim navikama prije kupovine. Kako su istraživači nedavno otkrili, jedan od razloga zašto u trgovini potrošimo znatno više nego što smo namjeravali može biti naizgled nevina šalica kave prije posjeta trgovini...

Stimulans za ekstrapotrošnju

Studija, objavljena u časopisu Journal of Marketing, donosi loše vijesti za one koji vole svratiti u kafić prije kupovine. Ova vas navika može skupo stajati. Zbog kofeina koji konzumiramo neposredno prije kupovine možemo potrošiti i do 50 posto više nego što bismo inače. Kofein je...

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12. svibanj 2024 09:03