But there is a whole other side to this debate, "do the smells really work?" So far, there is little proof one way or the other. But Dr. Hersh has run some interesting experiments. In one of Hersh's experiments, 31 volunteers were led into a shoe store that smells slightly like flowers. Later, another group shopped in the same store, but with no flower odor. Dr. Hersh found that 84% of the shoppers were more likely to buy the shoes in the flower-scented room, but Hersh found out something even stranger. "Whether the volunteers like the flower scent or not didn't matter," Hersh says, "Some reported that they hated the smell, but they still were more likely to buy the shoes in the scented room."