Belgian researchers did a 10-day experiment at a general-interest chain bookstore which involved comparing the behavior of customers with and without the scent of chocolate. There were dispensers that released a scent of chocolate set in two different locations.

Researchers observed every fifth customer who came into the store, for a total of 201 customers. They were able to notice different “purchase-related” customer behaviors such as closely checking many different books, going over the summaries of books, hanging out in the store, speaking with and inquiring the staff.

Read more