Eating popcorn in the cinema may be irritating not just for fellow movie goers, but for advertisers: a group of researchers from Cologne University has concluded that chewing makes us immune to film advertising.
The reason why adverts manage to imprint brand names on our brains is that our lips and the tongue automatically simulate the pronunciation of a new name when we first hear it. Every time we re-encounter the name, our mouth subconsciously practices its pronunciation.
However, according to the study published in the Journal of Consumer Psychology, this “inner speech” can be disturbed by chewing, rendering the repetition effect redundant.
This is pretty interesting. It also supports some of my idiosyncratic behavior. Since I can remember, I eat popcorn until the movie starts and then I stop.
The results suggest that I stop eating so that I can become totally absorbed in the movie. It may also suggest why I have a hard time remembering trailers hat I see before the movie.