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New Study Finds That Filling Bookstores With The Scent Of Chocolate Makes You Shop Longer

This further proves the theory: Chocolate is better than not chocolate.

Posted on July 31, 2013, at 2:31 p.m. ET

According to a study from Belgium's Hasselt University, the smell of chocolate encourages people to shop for books longer.

Researchers spent 10 days in a local bookstore.

They pumped the scent of chocolate into the store for half the day.

The behaviors of 201 customers during that period were analyzed.

The result: Customers were more than twice as likely to browse through more than one book during the chocolate hours.

Even more interesting: romance novels and books about food increased 40 percent during the chocolate time.

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