COLOGNE, Germany: Cinema advertising is less effective when audiences eat popcorn, according to a study from Cologne University.

Researchers found that viewers remember brands by simulating the pronunciation of a new name with their mouths. But this “inner speech” can be disturbed by chewing, rendering adverts redundant, said the research, published in the Journal of Consumer Psychology. It contrasts with previous studies, which suggested chewing gum could aid memory.

There is some evidence that the act of chewing gum improves blood flow to the brain, and can make you more alert over long periods of sustained concentration.

However, researchers from Cardiff University reported last year that people’s ability to recall lists in a specific order is impaired by chewing gum.

To investigate the effects of popcorn on memory, researchers at Cologne University invited 96 people to a cinema to watch a movie, preceded by a sequence of adverts.–BBC