Why people are crazy for chewing? Understanding the effect of chewing on mental construal

Abstract

Different from other sensory information, oral-sensory information can be received in different ways (chewing, swallowing, and drinking). The way of receiving gustatory information and the experience of consumption have been neglected by previous studies and literatures. This research examines that chewing (vs. swallowing) food activates people’s low mental construal, may help consumers focus on the current moment and appreciates the experience of eating. Study 1 and Study 2 focused on the main effect of discovering the relationship between chewing and mental construal levels by using behavioral identification form and goal focus form. The result shows that chewing can activate people’s concrete thinking, which may help them to pay attention to be the present moment and accepting any thoughts or feelings. Study 3 and Study 4 investigated the calcium supplement market in terms of chewable supplements and swallowable supplements. The result shows chewable supplements indicate a higher desire to purchase the supplements. These findings may explain the popularity of chewable and crunchy food in the market.