“Don’t drink black coffee during Black Friday”
Bruna Jochims, assistant professor of Marketing of SKEMA Business School, took part in a study recently published in the Journal of Marketing. Its resounding conclusion is that “consuming caffeine before shopping leads to higher spending”. The behavior of more than 300 shoppers was observed in two stores in France and Spain and revealed that it was especially the case of non-essential items. You should read our interview with her before the Black Friday and the Christmas rush.
