Social Media Sidebar

Announcement

Please sign up, comment on articles and bring your friends!

Current poll

PlanetTech is asking:

What do you think about our new web site?

Love it, indeed
Really good solution
Same as old one
The old one was better
This is a new option

Quote of the day

'By far the greatest danger of Artificial Intelligence is that people conclude too early that they understand it'

 

Eliezer Yudkowsky

Eating popcorn in the cinema makes people immune to advertising

RATE THIS! +52
Posted in Science on 15th Oct, 2013 12:02 AM by AlexMuller

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 practises 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.
 
For their experiment, the researchers invited a group of 96 people to a cinema to watch a movie preceded by a series of adverts. Half of the participants were given free popcorn throughout the session, the other half only received a small sugar cube which immediately dissolved in their mouths.
 
A test at the end of the screening showed that the adverts had left no effect on those viewers who had chewed their way through popcorn throughout, while the other participants showed positive psychological responses to the products they had encountered in the ads.
 
"The mundane activity of eating popcorn made participants immune to the pervasive effects of advertising," said Sascha Topolinski, one of the researchers.
 
He goes as far as implying that his research may spell the end of the traditional popcorn machine in cinema foyers. "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."


Read original article » Back to category

Comments

Author: Guest
Posted: 2013-10-15
+7
Thanks to the researchers from Cologne University for the study, but come on leave my popcorn alone. Reply
Author: Guest
Posted: 2013-10-15
+7
I don't mean to poke fun, but come on folks, cupiedolls little guy in the closet had to have thought this research program up. No one else could have imagined checking on this one. Reply
Author: Guest
Posted: 2013-10-15
+7
"This finding suggests that selling candy in cinemas actually undermines advertising effects, which contradicts present marketing strategies" People have little enough to enjoy in this world as it is and it cost an arm and a leg to go to the movies and buy popcorn, so why can't researchers just leave it be. Seriously. Reply
Author: Guest
Posted: 2013-10-24
+0
nYTCnl Say, you got a nice article post.Thanks Again. Great. Reply
Author: Guest
Posted: 2013-11-22
+0
Dec23 I am also writing to make you know of the fine doesivcry my child gained visiting your web page. She learned plenty of pieces, which included what it is like to have a great coaching character to make the mediocre ones effortlessly master various multifaceted subject matter. You really exceeded my expectations. Thank you for showing such interesting, dependable, edifying and in addition unique guidance on this topic to Julie. Reply


 

Recent headlines

  • Posted in Science on 2017-04-22 15:31:01
    Proposed Mission to find life on Saturn’s moon Enceladus..read more
    Posted in Medicine on 2017-04-22 14:32:54
    Global plan to wipe out hepatitis..read more
    Posted in Medicine on 2017-04-22 14:27:40
    Using CRISPR to reverse retinitis pigmentosa and restore.....read more
    Posted in Games on 2017-04-21 11:42:43
    Games will generate $109 billion in 2017 with growth from.....read more
    Posted in Medicine on 2017-04-21 11:37:22
    Experts excited by 'wonder-drug' for neurodegenerative.....read more
Posted in Business on 2013-10-10 01:33
China is working towards a manned lunar mission in about.....read more
Posted in Business on 2013-10-20 07:17
Spacex says China is their main competitor for commercial.....read more
Posted in Software on 2013-10-20 06:43
Pirate Bay Browser Clocks 1,000,000 Downloads..read more
Posted in Medicine on 2013-10-10 02:10
Google reportedly investing hundreds of millions into new.....read more
Posted in Medicine on 2013-10-14 03:13
Endothelial Cells Can Repair and Regenerate Organs,.....read more
Posted in Science on 01.01.2010
Spacex says China is their main competitor for commercial.....read more
Posted in Science on 01.01.2010
Staring at Your Phone Could Be Making You Short Sighted..read more
Posted in Science on 01.01.2010
Oculus Rift virtual reality headset coming to mobile, but.....read more
Posted in Science on 01.01.2010
China is working towards a manned lunar mission in about.....read more
Posted in Science on 01.01.2010
Delivering drugs via nanoparticles to target mitochondria..read more

Recent Blog Posts

  • Posted by AlexMuller
    Intensive medical treatment can reverse type 2 diabetes..read more
    Posted by AlexMuller
    Daily consumption of tea protects the elderly from cognitive.....read more
    Posted by AlexMuller
    New analysis method of metabolites accurately predicts whether.....read more
    Posted by AlexMuller
    Unproven stem cell 'therapy' blinds three patients at Florida.....read more
    Posted by AlexMuller
    Indigenous South American group has healthiest arteries of all.....read more

Login to your Account

Login to your PlanetTech Account here

Username:
Password:
Remember me
or

Create a New Account

You just need username and password

The following errors occured:
Username:
Email:
Password:
Verify password:
Remember me