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.
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.