Researches in Belgium conducted a study over 10 days with the observations of 201 customers in a chain bookstore that examined whether a chocolate scent positively influenced consumer behaviours within a retail store environment.
They diffused a chocolate scent through 2 scent diffusers strategically placed throughout the store and observed the behaviours of shoppers.
The study not only saw an increase in sales by 5.07% but found that customers were nearly 3x more likely to engage in conversations with staff and 2x more likely to examine multiple items within the store.
This research was sourced from:
Lieve Doucé et al. (2013). Smelling the books: The effect of chocolate scent on purchase-related behavior in a bookstore. Journal of Environmental Psychology, 36, 65–69.
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