Smoking cessation treatment programs may be more successful if satisfactory behavioral alternatives for smoking were identified. Chewing gum has been identified as one such simple alternative reinforcer. Marketing trends encourage smokers to chew gum when they cannot smoke; however, there is little empirical research examining the smoking‐chewing gum relationship. The current study examines the relationship among cigarette smoking and chewing gum use in 584 college students. Analyses indicate that nonsmokers are more likely to chew gum than smokers. Additionally, the data suggest a dose‐dependent trend: the heavier smoker one is, the less likely one is to chew gum. Chewing gum may be a viable alternative reinforcer to cigarette smoking, particularly in situations where smoking is prohibited.
