Why People Are Crazy For Chewing? An Exploratory Study of the Effect of Chewing on Mental Construal

Oral-sensory information, different from other sensory information, can be received by different ways (chewing/ swallowing/ drinking). This perspective has not studied by previous research. Our work examines that chewing (vs swallowing) activates people’s concrete mental construal, which may help consumers focus on the current moment and appreciate experience of eating.


jialiang xu, Fang Wan, Norbert Schwarz, and Wenqing Wu (2020) ,"Why People Are Crazy For Chewing? An Exploratory Study of the Effect of Chewing on Mental Construal", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1238-1238.


jialiang xu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Norbert Schwarz, University of Southern California, USA
Wenqing Wu, University of Manitoba, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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