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Chewing and Memory

January 13, 2014

A study carried out at the University of Würzburg has shown that cinema advertising isn’t as effective when the audience eats popcorn.

https://p.dw.com/p/1Apb1
Popcorn Tüte
Image: BilderBox

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.

Chewing and memory