It is one of the materials that gifs and memes are made of, that possibly many of us have shared in social networks or in some conversation in messaging at some time. Coffee is the fuel that makes us ‘relive’ each morning and the element that helps us not only to be awake but also to be active. Nothing better than a cup of coffee in the first hour, we say many, dreaming of the smell of fresh coffee. This passion for coffee and its consideration of it as almost an element for survival have served brands in many messages, campaigns and content, in which they play with them to connect with consumers.
But could coffee have another application for companies? Could it be the magic substance that not only makes us more awake but also is an element that activates our relationship with companies, their products and their messages?
Could be it. At least if you take into account the result obtained in a recent scientific study that analyzed how coffee affected the reception of the ads. Their conclusions allowed to conclude that brands are interested – and fairly – that their consumers take a cup of coffee before facing their messages.
The activity in the memory region goes up
The data is quite clear. An expert from the Medical University of Innsbruck, Austria, Florian Koppelstatter, analyzed the response of the brain of consumers to messages and information after receiving a shot of caffeine. Based on the practices of neuroscience, he studied the brain reaction of consumers.
Participants in the study received, before participating, 100 milligrams of caffeine. The amount is the equivalent of the caffeine we consume when we drink two cups of coffee. Participants who were in the control group received a placebo substance without any effect. Then he analyzed which areas of the brain were activated after receiving this shot of caffeine.
Brain activity showed that the most active areas were the frontal lobe and in the anterior cingulum, the areas that are associated with memory and attention. In them, these areas showed more activity than normal, while among those who had taken the placebo nothing salient happened. Therefore, having a coffee – or two – makes consumers more focused and have a better memory.
Neuromarketing and caffeine
And this could have many applications in the world of marketing and advertising, as you remember in the blog NeuroScienceMarketing, since exposing consumers to messages just after they finish having a cup of coffee will make the message stay better in the memory.
In a way, they point out, that’s what coffee giants are already doing, like Starbucks, when they fill their cups to carry their logos. The memory of that type of cups and how they are and what they show are usually very high. Neuroscience now explains why this is likely to happen. The fact that they are directly associated with a process of drinking coffee actually makes the brain ready to remember them better. With each sip that is given in the cup itself, the way is being established so that its presentation is more remembered.
But the truth is that the applications of this discovery could go much further and be much greater. Brands and companies can not force their consumers to drink caffeine to better remember their ads and to pay much more attention to their ads, but they can take advantage of the moments when consumers are already doing so to position themselves.