Study: Eating Popcorn Grants Immunity To Movie Ads

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Study finds eating popcorn may be bad for advertisers. (Getty Images)

Study finds eating popcorn may be bad for advertisers. (Getty Images)

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Tired of all those ads ads at the movie theater? Eat popcorn.

A new study finds the cinema snack may make you immune to them.

96 German moviegoers were tested. Half of them ate popcorn. The rest were given a sugar cube to suck on.

Before the movie, they were shown advertisements for foreign brands

A week later, researchers at Cologne University asked them to rate different products, including some that were seen in the movie ads.

The group that had been given sugar cubes showed a higher preference for the advertised brands than those who ate popcorn.

In a second version of the study, with 188 people, the participants were given money to donate to charities.

The sugar cube suckers once again showed a preference for the advertised charities than the popcorn eaters.

Researcher Sascha Topolinski told the BBC “The mundane activity of eating popcorn made participants immune to the pervasive effects of advertising.”

Scientists suggest the act of chewing may disrupt the mind’s habit of repeating words and phrases to enhance memory, and so new brand names don’t get imprinted into the subconscious.

In other words, say the researchers, some movie ads may be sabotaged by movie snacks.

The study is published in the Journal of Consumer Psychology.

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