Table 1.

Estimated effects of chocolate scent on bookstore sales

Outcome	Unadjusted estimates	Adjusted for time trends
Total sales
Control mean	575.4 (SE = 34.7)	593.5 (SE = 30.4)
Treatment effect	36.6 (SE = 51.6)	2.7 (SE = 41.7)
Bulk sales
Control mean	72.0 (SE = 13.4)	71.2 (SE = 16.4)
Treatment effect	21.8 (SE = 17.5)	23.2 (SE = 21.2)
Café sales
Control mean	334.7 (SE = 15.2)	336.5 (SE = 12.6)
Treatment effect	−5.5 (SE = 21.1)	−8.9 (SE = 16.2)
Book sales
Control mean	168.7 (SE = 22.5)	185.7 (SE = 22.9)
Treatment effect	20.4 (SE = 32.0)	−11.6 (SE = 32.5)

Estimates of control means and average treatment effects of chocolate scent on total sales, bulk coffee bean/loose tea/spice sales, café sales, and book sales in Canadian dollars. All estimates computed using ordinary least squares regression with robust standard errors. Unadjusted estimates computed without covariates. Adjusted estimates computed using a linear control for the day of experiment and fixed effects for the day of week, all mean-centered