This new piece of data will blow your minds away.
Here is an interesting new finding: eating popcorn in the movie theater makes people immune to advertising! A new study that was conducted by Cologne University has come to the conclusion that chewing makes advertising ineffective when sitting in the movie theater.
A researcher from Berlin has come out to say that “the mundane activity of eating popcorn made participants immune to the pervasive effects of advertising.”
I usually get irritated when I hear people munching and crunching on their popcorn, but apparently advertisers are beginning to get irritated as well.
The first thing that came to my mind when I was trying to process this study is how
scientists came up with this unique conclusion. A quick summary of the findings suggests that the reason why adverts have the ability to implant brand names into our brains is because our lips and tongues automatically stimulate the pronunciation of a new brand name when we first hear it.
Every time we see the name again, our mouth subconsciously practices the pronunciation of the name and that is how it manages to stick in our heads.
But chewing is disturbing this “inner speech” that advertisers have been using for so long to make us memorize the brand.
There was even an entire experiment where 50 people in a theater were given popcorn and 50 people were given nothing to eat during the show. I always snack on something when I watch previews in the movie theater and I never remember anything being commercialized.
At the end of the screening, there was a test and the study showed that the commercials had no effect on those who were munching on popcorn the entire time.
The man who created this study suggests that his research might in fact be the end of selling traditional popcorn in the movie theater. Any thoughts on that?
I personally think that it is a really out-of-the-box claim to say that popcorn is the reason why advertisements do not sink in our heads. However, I am not a psychology major, so I do not know the extent of this whole “inner speech” thing, but after reading the article in the Guardian I guess it makes sense.
Could food be the ultimate killer for all commercials?
Have advertisements found their ultimate weakness?
Do you guys buy this new study?