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

Share Proceeding

Featured papers

See More


Do Altruistic Individuals "Share" More Contents on Social Media?

Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA

Read More


Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information

Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA

Read More


J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products

Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.