Beldent's 'Almost Identical' Reveals Chewing Gum Stigmas

By: Emilie Picillo - Published: Jun 19, 2014 • References: youtube and mobiledia
Chewing gum is either stigmatized as being unprofessional, casual, careless or making people appear friendly and approachable. 'Almost Identical' is a social experiment conducted by chewing gum brand Beldent to see if, in fact, chewing gum does have a social stigma.

A series of identical twins are set up in a station that has a light post beside them, lighting up when participants are asked to identify which twin is more sexually active, which one gets invited to more parties or bridge tournaments, and which twin is more likely to give a raise or fire an employee.

Of course, only one twin is given chewing gum and the results reveal that chewing gum makes people look significantly more casual, friendly and approachable.