Coffee gets us to yes

At last some research that supports my coffee habit. Some Australian researchers have found that “a caffeine hit improves our increases our ability to scrutinise the content of a message and increases the extent to which we listen to and take on board a persuasive message.”

Advertisers will perk up on this news…but apparently there is a downside: excessive coffee will lead us into a distracted state. So “if you're looking at an advertisement you may be more distracted by the attractiveness of the person selling it than the actual product."

Thoughts: Food; Augmentation; Advertising