Cleveland, OH — A chocolate aroma can improve shoppers’ moods and encourage them to browse longer, a study published in the Journal of Environmental Psychology found.
Belgian researchers examined more than 200 shoppers in a bookstore with and without the chocolate smell. Those who shopped in the chocolate-scented store were more than twice as likely to examine multiple items and read synopses for multiple books. They were more than three times as likely to interact with the store staff and less than half as likely to seek out one item and go directly to the register.
Female shoppers showed an increased interest in food-related books and romance novels, however customers browsed non-food-related categories less when the store smelled of chocolate.