Shopping + aromatherapy = half-baked marketing scheme?

Apparently not. I just read this today:

"Female study participants in a room with a hidden chocolate-chip cookie scented candle were much more likely to make an unplanned purchase of a new sweater -- even when told they were on a tight budget -- than those randomly assigned to a room with a hidden unscented candle (67 percent vs. 17 percent)."

Interesting, right? Obviously we all know that when we walk by a TJ Cinnamon's/Cinnabon and catch a whiff, most of us will be quite inclined to go buy one. And I've heard of bakeries directing some of their exhaust piping onto the street to draw in customers. But that is bakery smell --> bakery purchase. Who knew bakery smell = clothing purchase? Read for yourself. http://www.sciencedaily.com/releases/2008/01/080108140137.htm