Red Bull Gives You Incentive Motivation: Understanding Placebo Effects of Energy Drinks on Human Cognitive Performance

The consumption of cognitive enhancers like energy drinks (EnD) is on the rise, but do they really improve cognitive performance, and, if yes, why? We examined two novel psychological mechanisms. First, we dissociated the role of expectations and actual consumption by crossing what people consumed—Red Bull Silver Edition or a similar-tasting Sprite soda—and what they thought they consumed. We found that participants performed better in a numerical Stroop task when they believed that they had consumed an EnD, irrespective of what they had actually consume, Second, we investigated the role of motivation for such a placebo effect of EnD. We found that expected, but not actual, consumption of EnD increased the effects of incentives on cognitive performance. Our results suggest that believing that one consumes an EnD increased participants’ motivation to perform and thus enhanced their performance. Significance statement Academic doping has become increasingly popular on campuses around the globe over the last years. However, it remains unknown if and how commercially available cognitive enhancers such as energy drinks (EnD) impact cognitive performance. We varied actual and believed consumption of an EnD and measured cognitive performance and its allocation according to the magnitude of points to earn. We found that the belief that one has consumed an EnD but not its actual consumption, increased cognitive performance specifically in high point trials compared to low point trials. These findings provide novel insights into motivational processes underpinning marketing-led expectancy effects, and contribute to the current public policy debate on the use and abuse of increased alertness and concentration claims for EnD.