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advertising people see while at movies is less effective when audiences eat popcorn. This is conclusion of newly-published study from Germany's Cologne University. According to researchers, people remember names of new brands or products by silently pronouncing them in their brains. However, with mouth full of popcorn, this process is interrupted. report is titled "Popcorn in the Cinema: Oral Interference Sabotages Advertising Effects". It describes how chewing action interferes with brain's "inner speech" that operates whenever we come across new name. Researchers say: "This happens covertly, that is, without our awareness."

Researcher Sascha Topolinski invited 96 people to watch movie. Half of group was given popcorn, while rest received small sugar cube. week later, participants were asked to rate series of products, including some of those they had seen adverts for during movie. sugar cube group remembered lot more of product names than those who ate popcorn. Mr Topolinski said: " mundane activity of eating popcorn made participants immune to pervasive effects of advertising." He added: "This finding suggests that selling candy in cinemas actually undermines advertising." This presents cinema owners with dilemma. There is usually 900% mark-up on popcorn sold in movie theatres.