How Does Think Gum Work?

Ingredient Type – Antioxidants

Chewing Think Gum is an easy way to keep your brain in tip-top shape!

Many of the herbal additives in Think Gum are potent antioxidants that serve to protect the body and mind from damaging free radicals.







Ingredient Type – Aromatherapy

It’s personal and portable aromatherapy for your mind.

Aromatherapy has been effectively used to reduce careless errors, improve concentration, and improve information recall (1). The two best herbs for enhancing cognitive function are peppermint (Mentha piperita) and rosemary (Rosmarinus officinalis). Luckily, these two flavors blend well, creating an invigorating and refreshing scent and taste.

Think Gum contains pure essential oils of both rosemary and peppermint. The application of such scents has been shown to reduce careless errors and enhance concentration during sustained attention tasks (2).


(1) A study of key-punch operators, for example, indicated that when the office air was scented with lavender, the number of errors per hour dropped by 21 percent. (Denver Post, Copyright 1995, Sunday, June 18, 1995, Denver Post Magazine, Breathe Deeply, Story By Bernie Ward)

(2) Studies show that people who were exposed to a pleasant fragrance, such as peppermint or lavender, while they performed sustained attention tasks (such as proofreading or data entry) performed better than those who weren’t exposed to fragrance. (The State Journal-Register, Springfield, IL, Copyright 1995, Monday, May 29, 1995, Lifestyle)




Context-Dependent Memory

A significant memory-boosting effect is seen when Think Gum is chewed while studying, and then again during memory recall. This is due to:

If test takers chew Think Gum while learning, their recall of such information will be better when they chew Think Gum again.

Even if you have no idea what context-dependent memory is, you have experienced it many times. Have you ever heard a song, and suddenly remembered something completely unrelated to the song? Have you ever seen something that triggered a memory, that had nothing to do with what you just saw? More often than not, the stimulus (song or image) is subconsciously linked with the original context in which you experienced it.

Think Gum takes advantage of this phenomenon to help chewers retain and recall more information. When you chew Think Gum you subconsciously link a specific action, scent, and taste, with the information you are trying to remember or retain. The act of chewing, smelling and tasting Think Gum again will then bring about a similar context, allowing you to better recall this desired information.


(1) Herz RS. The effects of cue distinctiveness on odor-based context-dependent memory. Mem Cognit. 1997 May;25(3):375-80.
(2)Pointer SC, Bond NW. Context-dependent memory: colour versus odour. Chem Senses. 1998 Jun;23(3):359-62.
(3)Morgan CL. Odors as cues for the recall of words unrelated to odor. Percept Mot Skills. 1996 Dec;83(3 Pt 2):1227-34.
(4)Smith DG, Standing L, de Man A. Verbal memory elicited by ambient odor. Percept Mot Skills. 1992 Apr;74(2):339-43.