As the vast majority of Americans are addicted to caffeine, studies show that the effects after consumption can be positive or negative depending on the amount and frequency of caffeine consumption. As the demand for caffeine has increased, the caffeine industry has increased its marketing and establishments to meet this demand. Caffeine addiction can lead to serious health problems and physiological problems. It is evident that the main reason for consuming caffeinated beverages is due to positive effects, such as alertness. The media has an abundance of marketing to continue to illustrate this primary effect. The media fails to project the negative effects of excessive caffeine consumption. This literature review will illustrate how excessive caffeine consumption can harm a person's life and how problematic caffeine consumption arises 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 caffeinated products daily, with coffee and tea being the main sources. In recent years, the demand for the addictive phase leads to withdrawal symptoms that affect the daily lifestyle and thus activate the anti-reward system. The anti-reward system plays a major role in causing aversive effects on the body such as nervousness and nausea; and responsible for the negative reinforcement that occurs when drug use resumes. Negative reinforcement is responsible for the aversive effects that occur during withdrawal (i.e. when one intends to stop using the drug). This highlights the importance of neuroadaptations that occur during prolonged drug use and can occur with overconsumption of caffeine (Meyer & Quenzer,