Bookstores' Salvation: Whiffs of Chocolate?
Study finds shoppers linger, buy more in certain genres
By John Johnson, Newser Staff
Posted Jul 20, 2013 10:53 AM CDT
Updated Jul 20, 2013 11:54 AM CDT
   (Shutterstock)

(Newser) – Bookstores need all they help they can get in the age of Amazon, and Belgian researchers are obliging with a suggestion: Smell like chocolate. Their study found that people were twice as likely to linger and peruse multiple books if the shop had a subtle scent of chocolate working in the background, reports Pacific Standard. And the scent also seemed to help where it truly matters, at least in some genres: Sales of food-and-drink books rose 40% when compared with scentless shopping, and sales of romance novels rose 22%.

“Retailers can make use of pleasant ambient scents to improve the store environment, leading consumers to explore the store," say the researchers, whose work was published in the Journal of Environmental Psychology. And they encourage stores to get creative by matching scents to the types of books they're trying to sell. (Amazon probably isn't quaking at the prospect, although one blogger thinks the behemoth needs physical bookstores to survive for its own well-being.)

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Showing 3 of 6 comments
iq145
Jul 20, 2013 9:54 PM CDT
Books & libraries, also newspapers & periodicals, are quickly becoming obsolete. With the web, cellphones, Kindles, Tablets, Blackberries and a few other things... info has become easier and more plentifully obtainable (and more fun) than what a boring environmentally burdensome library or newspaper can provide! Say goodbye to books, especially phonebooks! Example: We're here reading this site every day. We don't buy newspapers. This is more fun and more updated and more colourful and less messy and less burden AND it's interactive. We save money AND the environment
HMD-SMD-ITY
Jul 20, 2013 9:14 PM CDT
This is the same theory used by Abercrombie and Hollister in the malls. They pipe in a heavy cologne smell that started with Lavender. That along with the choice of music serves more of a purpose to keep out the wrong element. They only want their target demo to enter and don't need excessively old or fat people visiting. I love the Jimmy Kimmel stunt where the guy makes his own XXX size shirt from 3 Abercrombie shirts. But the smell is what gets to me even if I take my niece to shop there. My nose starts to run as I approach it and if I get too close to the entrance, I will start to sneeze. I would go in and get my niece a gift card for the store but I can't stay in there that long. So I usually just give her a gift card to Hot Topic which she also likes and I can see if they have any neat record albums on hand. Yes, real plastic turntable albums.
sickdaddy
Jul 20, 2013 1:23 PM CDT
Take chocolate out of gunshops. Sales will drop.