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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.

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

 

2. Researchers spent 10 days in a local bookstore.

 

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

 

4. The behaviors of 201 customers during that period were analyzed.

 

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

 

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

 

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Ryan Broderick is a reporter for BuzzFeed News and is based in London.
Contact Ryan Broderick at ryan@buzzfeed.com.
 
 

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