It’s again cold as hell here in Chicago, so we’ve decided that baking would be a good way to warm up both our bellies and the house. We better check out our bank account balance if we bake chocolate chip cookies, though.
According to a recent study, the aroma of chocolate chip cookies can prompt women on a tight budget to splurge on a new item of clothing.
From the study:
…an appetitive stimulus not only affects behavior in a specific behavior domain, but also induces a shared state that propels a consumer to choose smaller–sooner options in unrelated domains…(emphasis mine)
Thus, the researchers also surmise that male investors have something to watch for as well: the presence of an attractive woman in the trading room might propel an investor to choose the investment option providing smaller but sooner rewards. I guess with Her around so much I can’t help but make stupid, short-term, impulsive purchases.
I guess this is another reason why you shouldn’t go grocery shopping on an empty stomach; having an appetite will influence your decisions to put everything in your cart in anticipation of feeding your hunger in the quickest way possible.
If retail stores start pumping chocolate chip cookie smells into their departments and plastering pictures of attractive women all around, our budgets will be doomed!