Eating popcorn helps numb the impact of cinema advertising
But can it help diminish the annoyance of those Kevin Bacon adverts?
Monday 14 October 2013
For serious cinemagoers, noisily munching on popcorn is a crime whose severity is almost on a par with using a mobile phone during screenings.
But eating popcorn during the advertisements should be positively encouraged, according to researchers from Cologne University.
In a study in the Journal of Consumer Psychology, and reported in the Guardian, it was found that chewing makes people immune to film advertising.
The science behind it is as follows: When we first hear a new name, our lips and tongue automatically simulate its pronunciation.
Each time we hear it again, we practise that pronunciation again, helping us to remember it.
But apparently, that “inner speech” can be disrupted by chewing.
In the experiment, 96 people were taken to a cinema. Half were given popcorn, the other half had a small sugar cube that dissolved quickly. The adverts left no impression on those who had eaten the popcorn.
Researcher Sascha Topolinski said: “This finding suggests that selling candy in cinemas actually undermines advertising effects, which contradicts present marketing strategies. In the future, when promoting a novel brand, advertising clients might consider trying to prevent candy being sold before the main movie.”
ReviewThese heroes in a half shell should have been left in hibernation
Sek, k'athjilari! (That’s “yes, definitely” to non-native speakers).TV
Arts & Ents blogs
- 1 Jack the Ripper: Scientist who claims to have identified notorious killer has 'made serious DNA error'
- 2 Banksy arrest hoax: Internet duped by fake online report claiming artist's identity has been revealed
- 3 Drink alcohol and eat meat to improve male fertility - but cut down on coffee, studies suggest
- 4 Former East 17 frontman Brian Harvey turns up at Downing Street and 'demands to speak to Prime Minister'
- 5 The inventor of the Facebook 'like' button says he never made a 'dislike' button because he feared the 'unfortunate consequences'
Doctor Who, Flatline - review: Clara isn’t half bad as the Time Lord
Downton Abbey review series 5, episode 5: Period drama falls disappointingly flat
Star Wars memorabilia called a 'bit of plastic' on Antiques Roadshow by Fiona Bruce valued at £50,000
Fury, film review: Brad Pitt is intriguing as unsympathetic war hero
Star Wars Episode 7 has almost finished filming
Cameron is warned 'no possibility' of UK reducing immigration and that bid to bring in quota on migrant workers would be illegal
Residents should throw a street party and mix with immigrant neighbours, councils told
Russell Brand threatened with arrest after filming outside Fox News headquarters
London bus driver 'kicks gay couple off for kissing'
Lord Freud: Tory welfare minister apologises after saying disabled people are 'not worth’ the minimum wage
Lord Freud hangs on as MPs of all parties 'call for his head' over disability comments