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Toronto Star: Hubba Bubba can make us better shoppers

Ryerson University, Hubba Bubba, chewing gum, gum, shopping, retail, Ted Rogers School of Management, Seung Hwan LeeRetailers hoping to engage shoppers may want to try handing out bubble gum at the door, according to new research.

In a series of five studies, researchers from Ryerson University’s Ted Rogers School of Management in Toronto found that handing out gum to shoppers encouraged them to shop for more items and with a higher level of engagement.

The act of chewing made the shoppers more alert.

“If you’re more alert, you’re more likely to absorb the information that is in the store — the promotional and even the nutritional labels — and have the cognitive function to absorb that information,” said Seung Hwan (Mark) Lee, associate professor, retail management, at Ryerson University’s Ted Rogers School of Management.

The results were published in the Journal of Retailing and Consumer Services.

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