A study carried out at the University of Würzburg has shown that cinema advertising isn’t as effective when the audience eats popcorn.
That’s because certain kinds of sensory impressions stimulate our brains to recreate them. When you hear a new brand name, you unconsciously repeat the name of the product. But if you’re chewing popcorn, that doesn’t happen. As a result, you’re less likely to remember it. That’s a finding that might set the alarm bells ringing in the advertising industry.