Walking into a bookstore, you can usually expect to see a coffee shop. From the perspective of the store's owners, this seems like a worthwhile investment to boost sales. However, investing in a chocolate shop may also be useful.
A recent study by researchers from Belgium's Hasselt University suggests that chocolate aromas may boost book sales. Over a period of 10 days, researchers monitored customers' behavior in a Belgian bookstore. For a portion of each day, a subtle chocolate scent was released into the air. Researchers found that customers were 40 percent more likely to buy romance novels and cookbooks, and 22 percent more likely to buy books in other genres. It was also noted that customers spent more time browsing.
Pleasant smells are known to trigger spending. In addition to providing an enjoyable environment, chocolate scents can help stores profit from a sales boost.
Reference: http://www.npr.org/blogs/thetwo-way/2013/08/01/207805012/book-news-the-smell-of-chocolate-boosts-book-sales-study-says
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