Cinema popcorn eating 'makes advertising ineffective'

A study found that advertising at the cinema is less effective when viewers eat popcorn. Credit: PA Archive

Advertising at the cinema is less effective when viewers eat popcorn, a new study found.

Researchers at Cologne University found that audiences remember brands because their lips and tongues automatically simulate the pronunciation of a new name.

However, this "inner speech" can be disturbed by chewing, rendering the effect redundant, the study published in the Journal of Consumer Psychology showed.

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