5H Mindless Chewing: Effect of Gum Chewing on Consumer’S Food Consumption
This research explores whether frequent gum-chewing leads to higher levels of chewing of regular food. We demonstrate that frequent gum chewing increases chewing of the regular food. Further, the number of bites taken is similar irrespective of whether they chew gum or not.
Amit Surendra Singh, H. Rao Unnava, Xiaoyan Deng, and Vasu Unnava (2019) ,"5H Mindless Chewing: Effect of Gum Chewing on Consumer’S Food Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 991-991.
Amit Surendra Singh, Southern Connecticut State University, USA
H. Rao Unnava, University of California, Davis, USA
Xiaoyan Deng, Ohio State University, USA
Vasu Unnava, University of California Davis, USA
NA - Advances in Consumer Research Volume 47 | 2019
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