energy drinks
Original Published Date: 
Tuesday, June 2, 2020

Full article issued by Flinders University.

ARC-funded research is helping to find ways to reduce or combat the rising levels of energy drink consumption.

Led by Discovery Projects grant recipient, Professor of Psychology Eva Kemps, the research team at Flinders University used cognitive incentive retraining—a form of computer-based training aimed at reducing decision-making biases in purchasing energy drinks—to test the effect on the decision making of more than 200 regular consumers of energy drinks aged between 18 and 25.

The training aimed to reduce energy drink consumption by either reducing the extent to which energy drink cans capture the attention of regular energy drink consumers (attentional bias), or reducing the tendency for these consumers to approach energy drinks (approach bias).

“We are keen to expand these trial methods on consumers to combat through their attentional and approach bias towards energy drinks,” says Professor Kemps.

“By giving participants some simple techniques, we examined whether they were prepared to moderate their bias toward choosing energy drinks over soft drinks and more healthy options, and perhaps reduce consumption before they become addicted.”

Photo credit: 

Image: energy drinks. Credit: Wikimedia Commons (CC BY-SA 2.0.