Research from the 1930s found that when humans encounter a new word, they subconsciously pronounce it to themselves -- a process that helps people to become more familiar with the unfamiliar. The same is true with advertising -- viewers remember a new brand by silently simulating its pronunciation. However, in 2013, German researchers found that cinema audiences were less apt at remembering a new brand if they were eating popcorn while watching the ad -- leading the researchers to conclude that concentrating on snacking can disrupt the entire process.
How popcorn drowns out ads:
- The research, published in the Journal of Consumer Psychology, found that this “inner speech” process is derailed by “oral interference,” making cinema advertising less effective.
- "This finding suggests that selling candy (and popcorn) in theaters actually undermines advertising effects, which contradicts present marketing strategies,” said researcher Sascha Topolinski.
- On average, popcorn is sold at a 900 percent markup, so it’s unlikely that cinemas will stop feeding moviegoers anytime soon.