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Smell of Chocolate Increases Sales at Bookstore

The Belgians have done it again. A study conducted by Belgian psychologists at Hasselt University have found that the ambient smell of chocolate increases sales. The study conducted at a bookstore found that sales increased when buyers enjoyed the ambient smell of chocolate. The findings were published in the December 2013 issue of the Journal of Environmental Psychology. This study follows up a 2008 study that found that the smell of chocolate-chip cookies increased impulse purchased among women.

To read the study abstract “Smelling the Books: The Effect of Chocolate Scent on Purchase-Related Behavior in a Bookstore” and for the full citation click here.

To read the press release on the 2008 study on chocolate-chip cookies and impulse purchases, click here. 


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