新奇事件簿 吃爆米花影響廣告效益

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

一邊吃爆米花一邊看電影所帶來的廣告效果會(huì)有所減弱。這是德國(guó)科隆大學(xué)發(fā)布的最新研究。根據(jù)研究人員的說法，通過大腦默念，人們會(huì)記住新品牌或是新產(chǎn)品。但是，如果人們?cè)谶@期間食用爆米花的話，那么這一過程將被打亂。這份報(bào)告的名稱為“電影院中的爆米花：口腔蠕動(dòng)破壞廣告效應(yīng)。”報(bào)告描述的是不管何時(shí)遇到新名字，咀嚼行為都將影響大腦的“內(nèi)部言語”。研究人員稱：“事情的發(fā)生是悄無聲息的，人們并沒有意識(shí)到。”

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

研究員塔波林斯基博士邀請(qǐng)了96人來觀看電影。給他們一半提供爆米花，其余的提供方糖。一周后，要求參與者進(jìn)行一系列產(chǎn)品測(cè)試。包括那些他們?cè)陔娪霸褐锌吹降膹V告。食用放糖的那組比吃爆米花的那組要記住更多的產(chǎn)品。波林斯基博士稱：“看電影吃爆米花這一無聊行為讓人們免受了廣告的巨大效應(yīng)。”他補(bǔ)充道：“這一發(fā)現(xiàn)說明在電影院銷售糖果將影響廣告所帶來的影響。”這讓電影院遇到了兩難抉擇。通常電影院的爆米花會(huì)加價(jià)90%。