Study by Cologne University concludes that chewing makes advertising ineffective
"This finding suggests that selling candy in movie theaters actually undermines advertising effects, which contradicts present marketing strategies. In the future, when promoting a novel brand, advertising clients might consider trying to prevent candy being sold before the main movie."
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.
