Research from the 1930s found that when humans encounter a new word, they subconsciously pronounce it to themselves — a process that helps people to become more familiar with the unfamiliar. The same is true with advertising — viewers remember a new brand by silently simulating its pronunciation. However, in 2013, German researchers found that cinema audiences were less apt at remembering a new brand if they were eating popcorn while watching the ad — leading the researchers to conclude that concentrating on snacking can disrupt the entire process.
How popcorn drowns out ads:
The research, published in the Journal of Consumer Psychology, found that this “inner speech” process is derailed by “oral interference,” making cinema advertising less effective.
“This finding suggests that selling candy (and popcorn) in theaters actually undermines advertising effects, which contradicts present marketing strategies,” said researcher Sascha Topolinski.
On average, popcorn is sold at a 900 percent markup, so it’s unlikely that cinemas will stop feeding moviegoers anytime soon.