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(shí)吃爆米花，那么他們看到的廣告的效果就會(huì)減弱。這是德國(guó)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(guò)程被擾亂。該報(bào)告題為“電影院的爆米花：口頭干預(yù)破壞廣告效果”。該報(bào)告描述了咀嚼行為如何干擾我們接觸一個(gè)新名字時(shí)運(yùn)作的大腦的“內(nèi)部語(yǔ)言”。研究人員表示：“這是暗中進(jìn)行的，我們意識(shí)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(qǐng)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(shí)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(shuō)：“吃爆米花這種平凡的行為導(dǎo)致參加者對(duì)廣告的入侵效應(yīng)免疫。”他補(bǔ)充說(shuō)：“該發(fā)現(xiàn)表明，在電影院出售糖果會(huì)削弱廣告效果。”這導(dǎo)致電影院老板進(jìn)退兩難。電影院出售的爆米花價(jià)格比外面高出九倍。