Mitt Romney Smells Like an Easy Bake Oven

So that's why all the Mitt house parties smelled like Yankee Candle Company factories:

Similarly, another experiment used a cookie-scented candle to further gauge whether appetitive stimulus affects consumer behavior. 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).

"The scent of the appetitive stimulus led to reduced happiness with remote gains, which implied that participants in a present-oriented state were less sensitive to future values," Li explains. "In addition, [this] experiment showed that participants were more likely to satisfy their current and spontaneous desire if they were exposed to the unrelated appetitive stimulus before they made the decision."

(via Boing Boing)