Chocoholics (::raises hand::) this is for you.

This cool article of the week comes from one of my new favorite food news sources : BuzzFeed Food.

I saw they had tweeted this story, and I literally said out loud to myself, “Really?!”,in a surprised, yet intrigued way.

According to a study out of Belgian university (where coincidentally, ALOT of yummy chocolate comes from, the country of Belgium, i.e. Guylian), the smell of chocolate encourages people to shop for books longer.


Researchers pumped the scent of chocolate into a bookstore over there for half of the day.

201 customers were analyzed.

And the result was that “customers were more than twice as likely to browse through more than one book during the chocolate hours,” according to this study.

There’s another interesting factoid in the BuzzFeed Food article, but I don’t want to give it away, I want you to check this out for yourself, and let me know what you think!

If you smell some chocolate in the bookstore, who knows, you may just walk away buying a big stack load of books!

Here’s the article, pictures and all.

Photo Credit: