Since the vast majority of Americans are addicted to caffeine, studies show that the effects during post-consumption can be positive or negative depending on the amount and frequency of intake caffeine. As the demand for caffeine has increased, the caffeine industry has increased its amount of marketing and factories to help this demand. Caffeine addiction can lead to serious health and physiological damage. It is evident that the main reason for consuming caffeinated drinks is due to the positive effects, such as alertness. The media has plenty of marketing to continue to illustrate this main effect. The media fails to project the negative effects of excessive caffeine intake. This literature review will illustrate how excessive caffeine consumption can be detrimental to an individual's life and how problematic caffeine consumption results from conditioning by the caffeine industries. Caffeine is the most consumed psychoactive substance in the United States (Einöther & Giesbrecht, 2013). According to Einöther and Giesbrecht (2013), 80% of the world's population consumes caffeine-containing products every day, including coffee and tea as primary sources. In recent years, the demand forThe addiction phase brings with it withdrawal symptoms that affect the daily lifestyle and thus activate the anti-reward system. The anti-reward system plays an important role in the occurrence of adverse effects in the body such as nervousness and nausea; and responsible for the negative reinforcement that occurs through resumption of medication. Negative reinforcement is responsible for the adverse effects that occur during withdrawal (i.e. when you intend to stop consuming the drug). This highlights the importance of neuroadaptations that occur with prolonged drug use and that can occur during excessive caffeine consumption (Meyer & Quenzer,