Chew on this…the act of chewing negates the efficacy of adverts, particularly in movie theater settings.
According to a new study by a group of researchers from Cologne University, 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 practices 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.
The researches conducted their experiments on movie theater goers, giving one group popcorn and another group a dissolvable sugar cube. The popcorn eaters had little to no brand recall following the filming, unlike the other group which absorbed and retained the ad messages shown prior to the feature.
Source: The Guardian