DURATION MATTERS
Think about a car wash. Technically, the dirt could be blasted off in under two minutes. But that would feel too fast, too cheap, too incomplete. Instead, we get a 7-minute show with colorful foam, lights, and multiple cycles. The function is done early, but the experience is what convinces us we got value.
The same psychology applies to functional confectionery.
Chewing gum is set to win this game. Why? Because gum stretches the experience. A gummy vitamin or functional candy is swallowed in seconds, done before the brain can even register a ritual. Gum, on the other hand, stays with you for several minutes. You feel the functionality working longer, which amplifies perceived impact and value.
Duration matters. Not just in how we consume, but in how we believe in what we consume.