新奇事件簿 吃爆米花導(dǎo)致廣告效果減弱

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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."

如果觀眾看電影時吃爆米花，那么他們看到的廣告的效果就會減弱。這是德國科隆大學(xué)最新發(fā)表的一份研究得出的結(jié)論。研究人員稱，如果在安靜狀態(tài)下向他們的大腦中宣讀，人們能記住新品牌和產(chǎn)品的名字。然而，如果滿嘴都是爆米花，記憶過程被擾亂。該報告題為“電影院的爆米花：口頭干預(yù)破壞廣告效果”。該報告描述了咀嚼行為如何干擾我們接觸一個新名字時運作的大腦的“內(nèi)部語言”。研究人員表示：“這是暗中進行的，我們意識不到。”

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Sascha Topolinski邀請96人看電影。其中一半的人分發(fā)了爆米花，其他人則發(fā)一小塊糖。一周后，要求參加者辨別一系列產(chǎn)品，包括他們看電影時曾經(jīng)看到的產(chǎn)品。吃糖塊的一組記得的產(chǎn)品名字比吃爆米花的一組記得的多很多。Topolinski先生說：“吃爆米花這種平凡的行為導(dǎo)致參加者對廣告的入侵效應(yīng)免疫。”他補充說：“該發(fā)現(xiàn)表明，在電影院出售糖果會削弱廣告效果。”這導(dǎo)致電影院老板進退兩難。電影院出售的爆米花價格比外面高出九倍。