Chewing increases consumers' thought-engagement during retail shopping |
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| Institution: | 1. Aston Business School, Marketing Group, Aston Triangle, Birmingham B4 7ET, UK;2. Professor of Technology Marketing, ETH Zürich, Weinbergstr. 56/58, 8092 Zuerich, Switzerland;3. Accenture Professor and Professor of Marketing, Boston College, Chestnut Hill, MA 02467 USA;1. Northern Illinois University, DeKalb, IL 60115, USA;2. Externado University of Colombia, Bogota, Colombia;3. Department of Psychology, The University of Texas at Arlington, Arlington, TX 76019, USA;4. Queensland University of Technology, Brisbane, AU, Australia;1. International Business School Suzhou, Xi’an Jiaotong-Liverpool University, 111 Ren’ai Road, Suzhou Industrial Park, Jiangsu Province 215123, China;2. Lancaster University Management School, Lancaster LA14YX, UK;3. International Business School, Beijing Foreign Studies University, 19 North Xisanhuan Avenue, China;4. Department of Marketing, Lancaster University Management School, Lancaster University LA1 4YX UK;1. University of Macau, China;2. Curtin University, Australia;1. Monash Business School, Monash University, Level 5, Building S, Caulfield Campus, 26 Sir John Monash Drive, Caulfield East, VIC 3145 Melbourne, Australia;2. Monash Business School, Monash University, Level 11, Building 20 (Menzies Building), Clayton Campus, Wellington Rd, Clayton, VIC 3168 Melbourne, Australia;3. Griffith Business School, University of Griffith, Gold Coast Campus, QLD 4222, Business School (G.42) Room 7.07, Brisbane, Australia |
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| 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. |
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