Phil: According to a study by Belgian researchers published in the Journal of Environmental Psychology, releasing the smell of chocolate into the air in a book shop will make customers 40% more likely to buy romance novels and cookbooks, and about 22% more likely to buy books in other genres.
The researchers, led by Lieve Douce of Belgium’s Hasselt University, spent 10 days observing customers in a Belgian bookstore and found that they would spend more time browsing if the aroma was present.
This is terrific news for anyone working in a book shop. Science has said that if they stuff themselves with chocolate and waft the smell (obviously you can’t breathe aggressively on customers at the moment) around, sales will soar. I’d be up for that!
So, sit back and imagine the scent of your favourite bar. Let your imagination fill your nostrils with the heavenly aroma. Now all you need is a book to read where a chocolate machine takes a major role in the plot. Hold, on, What about this one?
Please note: Candice and Phil do not recommend using bars of chocolate as bookmarks. They will go all melty and ruin the pages. Gobble then down with a nice cup of tea instead.