Chewing gum influences grocery shopping behavior (273.4)

The studies aimed to examine whether chewing gum during grocery shopping can increase lower calorie food purchases. Participants (N = 59) in a lab study were asked to shop at a simulated online grocery store while chewing gum or not (determined by random assignment). Participants chewing gum selected 21.25% fewer bags of chips and Doritos and 17.89% more fruits and vegetables compared to those who were not chewing gum. The overall ratio of less caloric foods to more caloric foods in their total grocery choices increased by 14.69% from 62% to 77% (p = 0.03). In a pilot field study designed to examine the mechanisms behind this phenomenon, shoppers (N = 289) were randomly assigned to gum-chewing or no gum-chewing conditions, and asked to report on their level of hunger and cravings at the end of their shopping trip. There was a significant reduction in self-reported hunger for those chewing (p = .03), as well as directional reductions in self-reported cravings. Chewing gum while shopping appears to lead con...