Chewing increases consumers' thought-engagement during retail shopping

Lee, Seung Hwan (Mark) and Ksenia Sergueeva

Journal of Retailing and Consumer Services, 2017, vol. 35, issue C, 127-132

Abstract: 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.

Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S096969891630354X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:35:y:2017:i:c:p:127-132

DOI: 10.1016/j.jretconser.2016.12.010

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().