Chewing increases consumers' thought-engagement during retail shopping

In five studies, we conclude that chewing gum may be an effective way to increase consumers’ thought-engagement while shopping. First, consumers chewing gum spend more time and report more thoughts than those who were not chewing gum, demonstrating the “chewing effect†. We also find that chewable candies have similar effects as chewing gum. Second, chewing more increases the viewing time and variety-seeking behavior among consumers. However, chewing too much gum decreases individuals’ focus, eliminating the “chewing effect†. Finally, the chewing effect is mitigated when consumers are under high cognitive load. These results are tested in laboratory settings and in a field setting (grocery store). Overall, this exploratory research demonstrates the applicability of using chewing gum (or chewable candies) as an effective way to enhance consumers’ thought-engagement in a retail context.