Study: Popcorn Immunizes Us Against Advertising

What's Hot

Do This or Your iPhone Bill May SkyrocketSave

23 Upgrades Under $50 to Make Your House Look AwesomeAround The House

Trump Worth $10 Billion Less Than If He’d Simply Invested in Index FundsBusiness

11 Places in the World Where You Can Afford to Retire in StyleMore

What You Need to Know for 2017 Obamacare EnrollmentFamily

8 Things Rich People Buy That Make Them Look DumbAround The House

32 of the Highest-Paid American SpeakersMake

Amazon Prime No Longer Pledges Free 2-Day Shipping on All ItemsMore

More Caffeine Means Less Dementia for WomenFamily

9 Tips to Ensure You’ll Have Enough to RetireFamily

30 Awesome Things to Do in RetirementCollege

5 Spots Where Retirees Can Live for Less Than $40,000Real Estate

10 Ways to Reduce Your Homeowner’s Insurance RatesFamily

10 Ways to Pull Together the Down Payment for a HomeCredit & Debt

Chew on This: The Story Behind Your Hershey’s Halloween TreatsBusiness

Word of mouth may have a bigger effect on us than we realize.

Popcorn has the secret ability to subvert theater ads, researchers say.

Researchers at Cologne University in Germany invited nearly 100 people to a film screening and gave participants either popcorn or a sugar cube, The Guardian says. After the film, they were asked about the brands shown in the ads before the film.

Participants who were given the sugar cube “showed positive psychological responses to the products they had encountered in the ads,” The Guardian says. The advertising had no effect on the people who got popcorn. A second study of nearly twice as many people had the same results, BBC News says.

What happened? The first study, published in the Journal of Consumer Psychology, says chewing got in the way. A sugar cube just dissolves in your mouth, while popcorn requires your mouth to move. Past research has shown we subconsciously mouth unfamiliar words (and brand names) when we first hear them, to try and work out the pronunciation. If we’re busy stuffing our faces, we can’t do that.

In practice, we already know all of the car and phone brands they flash at us in the theater, so it might not work as well. The researchers deliberately chose ads for foreign brands that the audience wouldn’t recognize, so they would have to mouth them.

But the bright side is that you don’t need to buy popcorn to get the effect. Chewing is apparently the key, so a stick of gum should work just as well in those cases when something new pops up on the screen.

Stacy Johnson

It's not the usual blah, blah, blah

I know... every site you visit wants you to subscribe to their newsletter. But our news and advice is actually worth reading! For 25 years, I've been making people richer without making their eyes glaze over. You'll be glad you did. I guarantee it!


Read Next: 7 Ways to Save More at Big Lots

Check Out Our Hottest Deals!

We're always adding new deals and coupons that'll save you big bucks. See the deals to the right and hundreds more in our Deals section.

Click here to explore 1,696 more deals!