Have you ever wondered why chewing on popcorn in the movie houses or while viewing TV makes you immune to advertising? Even though more people are eating wine-infusion popcorn, eating popcorn in general at the movies seems to be on the border of an addiction to eating while viewing entertainment in the USA. Europeans were astonished to see Americans eating popcorn with the smell wafting across the theater during an opera, where traditionally no one eats while the singers perform.
Then again, you have college professors telling students at some schools not to buy what they see advertised on TV because usually it's not derived directly from a low-cost source found in nature. Advertising tells the viewer if money isn't making you happy, then you probably aren't spending your money in the right way. See, "If money doesn't make you happy, then you probably aren't spending it right."
People advertise products that bring in income for a business. You won't find many people being able to afford to advertise something on TV that's on the fresh organic produce stand, for example or an alternative to a prescription or over-the counter drug made from a plant taken directly from nature or the supermarket and used without a lot of packaging and processing that cost more money that what you'd find in the raw on the supermarket produce shelf.
Now a new study that shows the act of chewing of any type of food, not only popcorn renders us immune to advertising seen on TV or film, the Internet or even print ads, according to a new study by researchers from Cologne University. Their findings, published in the Journal of Consumer Psychology - Elsevier, revealed that the study's participants eating popcorn through ads shown before a movie were not affected by the ads they viewed. But those who didn't eat while watching advertisements were influenced by the advertising, according to the October 13, 2013 articles, "Eating popcorn in the cinema makes people immune to advertising," and the msnNOW article, "Eating popcorn makes you immune to advertising ."
The question is why does eating immunize viewers to the effects of advertising? Researchers theorize that when we eat, our lips and tongue automatically simulate the pronunciation of a new name when we hear it, and subconsciously practice the pronunciation. To stop the process, chewing intervenes. And that's the theory researchers have for why chewing food interrupts this process, making us invincible to ads. But would it work as well when chewing gum?
People who get into the habit of eating while viewing movies or TV are at risk for gaining too much weight compared to those who never eat at the movies, particularly the theater where a concert or opera is being shown and people dress up to attend the theater as they do at some European concerts. Here in Sacramento, you find afternoon excerpts from operas being presented in various churches for people on their lunch hour or visiting retirees where as classical music and sometimes opera is being sampled, popcorn is sold at various times, but not frequently.
If you bring your European guest to a performance and the smell of popcorn smothered in butter wafts through the movie house or theater where a play is being presented, it can be troublesome. In the study, though, researchers found that by selling candy in movie theaters, promoters actually undermine advertising effects. So maybe it's better to sell binoculars or 3-D glasses or bottled water instead of all those greasy, salty, and sugary snacks in movie theaters.
Usually, they aren't sold in concert halls where coffee, tea, wine, and perhaps scones are sold. But the chewing affects would be similar whether you're sipping coffee or eating chocolate or popcorn. If you want to advertise to movie-goers or TV watchers, try that infomercial at a time when people usually aren't eating. Maybe that's why you see so many TV infomercials after midnight.
You might wish to ask why researchers from Cologne University concluded that chewing makes us immune to film advertising?
There's one advertisement this family can't forget. And nobody in the house was eating at the time. It's the Geico advertisement that repeats, "Guess what day it is." See the article and video, "Hump Day Geico Commercial Has Everyone Talking." The agreeableness and joy of the talking animal just sticks in your mind, even if you're a non-driver. Everytime you think of the ad, you smile, at least in this household it works that way. On another note, you may wish to check out the article, "An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior."
Brand names get imprinted in our brains. You can check out the study published in the Journal of Consumer Psychology, and read how your inner, silent speech in your brain is interrupted by chewing. That makes the ad seem somewhat repetitive as if it keeps repeating itself.. The brain then doesn't imprint with the advertisement.
In the study, researchers let 96 participants in the research project watch a film in a movie theater. But before the film began, numerous advertisements were seen on the screen. Half of the participants ate the popcorn given to them free. The other have only got a cube of sugar that dissolved upon contact with their tongue. Ironically, the researchers might have given the control group something that would dissolve on their tongue quickly so they didn't have to chew it that wouldn't rot their teeth. Why sugar? Perhaps no-sugar mints might have been better for their teeth, or a non-chewable snack sweetened with stevia. But a sugar cube it was.
The test results showed that those who chewed the popcorn weren't affected by the results of the ads. But the sugar cube suckers showed positive psychological responses to the products they had encountered in the ads. Didn't the researchers realize that the sugar cube also would dampen down their immune systems? That's why scientists may theorize people catch more colds in a crowded theater when eating sweet candy or sugar than they would if they didn't eat sweets that lower immune systems. Even an orange can lower one's immune system.
If eating popcorn (or any other snack that you chew) can make you immune to advertisements, the people who spend money on those theatrical and TV ads may not like the idea of theaters selling popcorn or other foods that require chewing. Perhaps they may turn to selling sodas or coffee and tea, where you dn't have to chew the beverage. The moral of the study is that candy in movie house could undermine the effects of imprinting your brain with advertising spiel. What other marketing strategies would you suggest to separate a moviegoer or TV view from his or her savings? Misers aren't going to like this one, but then again, it keeps people chewing and putting on the calories.
Another new study shows that diet and lifestyle advice for those with diabetes should be 'no different' from that for general public, although those with diabetes may benefit more from it
New research published in Diabetologia (the journal of the European Association for the Study of Diabetes [EASD]) suggests that lifestyle advice for people with diabetes should be no different from that for the general public, although those with diabetes may benefit more from that same advice. The research is by Dr Diewertje Sluik, Department of Epidemiology, German Institute of Human Nutrition Potsdam-Rehbruecke, Nuthetal, Germany, and colleagues.
In this new study, the researchers investigated whether the associations between lifestyle factors and mortality risk differ between individuals with and without diabetes. Within the European Prospective Investigation into Cancer and Nutrition (EPIC), a cohort was formed of 6,384 persons with diabetes and 258,911 EPIC participants without known diabetes. Computer modelling was used to explore the relationship (in both those with and without diabetes) of mortality with the following risk factors: body-mass index, waist/height ratio, 26 food groups, alcohol consumption, leisure-time physical activity, smoking.
Unsurprisingly, the researchers found that overall mortality was 62% higher in people with diabetes compared with those without
Intake of fruit, vegetables, nuts, seeds, pasta, poultry and vegetable oil was related to a lower mortality risk, and intake of butter and margarine was related to an increased mortality risk. While the strength of the association was different in those with diabetes versus those without, the associations were in the same direction in each case (see table 2 full paper). No differences between people with and without diabetes were detected for the other lifestyle factors including adiposity, alcohol consumption, physical activity, and smoking.
The authors say, according to the October 13, 2013 news release, Study shows that diet and lifestyle advice for those with diabetes should be 'no different,' "It appears that the intake of some food groups is more beneficial (fruits, legumes, nuts, seeds, pasta, poultry, vegetable oil) or more detrimental (soft drinks, butter, margarine, cake, cookies) with respect to mortality risk in people with diabetes.
This may indicate that individuals with diabetes may benefit more from a healthy diet than people without diabetes. However, since the directions of association were generally the same, recommendations for a healthy diet should be similar for people with or without diabetes."