Within the framework of the spatial Branch-and-Bound algorithm for solving mixed-integer nonlinear programs, different convex relaxations can be obtained for multilinear terms by applying associativity in different ways. The two groupings ((x1x2)x3)x4 and (x1x2x3)x4 of a quadrilinear term, for example, give rise to two different convex relaxations. In Cafieri et al. (J Global Optim 47:661-685, 2010) we prove that having fewer groupings of longer terms yields tighter convex relaxations. In this chapter we give an alternative proof of the same fact and perform a computational study to assess the impact of the tightened convex relaxation in a spatial Branch-and-Bound setting.