Arch-Enemy of Movie Ads: Popcorn
Chewing it prevents us from mouthing brand names: study
By Matt Cantor, Newser User
Posted Oct 14, 2013 5:05 AM CDT
Popcorn prevents movie ads from taking hold on viewers, a study suggests.   (Shutterstock)

(Newser) – Want armor against an onslaught of advertising? Just chew some popcorn, a study suggests. Eating the stuff during movie ads leaves viewers "immune" to the cravings those ads might otherwise inspire, researchers say. That's because, as the Guardian reports, we typically subtly mouth brand names each time we see their advertisements. But when our mouths are full, it prevents us from drilling the names into our heads through repetition.

Researchers had 96 subjects watch a movie with ads beforehand. While half of viewers ate popcorn, the other half had quick-dissolving sugar cubes. Following the film, subjects received a test. Those who'd had sugar cubes had positive responses to the ads, whereas those who'd eaten popcorn weren't affected. "The mundane activity of eating popcorn made participants immune to the pervasive effects of advertising," says a researcher. That could prompt theaters to stop serving such snacks, he suggests.

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Showing 3 of 12 comments
Oct 16, 2013 1:58 AM CDT
Important note from the Popcorn Institute: chewing gum and making out with your main squeeze do not work and neither does going to the restroom. So pay for expensive, fat laden, sodium drowned movie popcorn
Oct 15, 2013 11:38 PM CDT
Corn will get you through times of no money better that money will get you through times of no corn.
Oct 15, 2013 11:37 PM CDT
Natural corn good. Monsanto corn not.