Movie-Theater Popcorn Makes You Immune to Movie-Theater Ads

The revolution will be imitation-butter-flavored.
The revolution will be imitation-butter-flavored.Photo: Noah Sheldon

So suggests a study in the Journal of Consumer Psychology, anyhow: Mindlessly stuffing snacks into our mouths distracts the lips and tongue from automatically “simulating” pronunciations of brand names, an integral part of the conditioning process advertisers rely on to drill brand awareness into our subconscious. Along with other, potentially dubious reasons to chow down on popcorn, shelling out at the concession stand for an overpriced, fake-butter-slathered trough is not just a sign of weakness, after all. [Guardian, Related]