Smelling the books: The effect of chocolate scent on purchase-related behavior in a bookstore

The aims of this research were to (1) explore the different effects of an ambient scent of chocolate on general approach versus goal-directed behavior, and (2) investigate whether an ambient chocolate scent diffused in a retail environment has a positive effect on consumers' behavior toward thematically congruent products. A field study with 201 participants shows that a chocolate scent positively influences general approach behavior and negatively influences goal-directed behavior in a bookstore. Moreover, when gender is controlled for, the chocolate scent improves approach and buying behavior toward thematically congruent books and decreases approach and buying behavior toward incongruent books. Sales figures also provide some indicative support for the findings.