A group of researchers from the University of Cologne, in Germany, has come to the conclusion that while we chew we are immune to advertising . Scientists blame this on the fact that when we discover a brand or product for the first time, our lips and tongue automatically simulate the pronunciation of the name without our realizing it. And the same happens when we meet again with the brand: the mouth practices its pronunciation. But if we chew gum, chew food, or chat while watching an ad, this phenomenon does not occur, and the brain does not retain the brand name.
The results are based on studies conducted in movie theaters comparing the effects of eating popcorn during commercials and the effects of not chewing any food. According to the authors of the study in the Journal of Consumer Psycology , during the experiments the advertising had no effect on those who chewed while the advertisements were projected on the large screen .
