Eating popcorn is part of going to the movies. And these days, so is being forced to watch a ton of commercials before the film starts. But according to researchers, that popcorn gives you special ad-blocking superpowers! And we're totally not joking here... Trace explains.

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Popcorn at the Movies: Oral Interference Sabotages Advertising Effects
"Advertising uses repetition to increase consumers' preference for brands. Initially, novel brands gain in popularity due to repetition, which increases the likelihood that consumers later buy the brands. Particularly for novel brands, excessive exposure and repetition is necessary to establish the brand name in the first place. Remember your initial irritation upon encountering the names YAHOO, GOOGLE and WIKIPEDIA for the first time; now they are imprinted in your brain."

Why Do We Eat Popcorn at the Movies?
"Movie theater popcorn is a concession stand staple whose scent has spawned marketing ploys and copycat recipes, but movie theaters haven't always been saturated with the tempting smell of salt and butter. The history of popcorn is vast, and it intersects with movies in the relatively recent past-a symbiosis of taste and place created to save the fledgling movie theater industry from near collapse during the Great Depression."

Eating popcorn in the cinema makes people immune to advertising
"Study by Cologne University concludes that chewing makes advertising ineffective"

A Note on the Golden Age of Advertising;=2&uid;=4&uid;=3739256&sid;=21102750759121
"A view widely held among members of the advertising profession, as well as among academic observers of the advertising industry, is that advertising expenditures have never regained the levels of relative importance that they achieved prior to 1930."

History of Popcorn
"Do you know how long people have been popping popcorn? What Columbus' first experiences with popcorn were? Or how popcorn helped invent the microwave oven? You may not have discussed it much in school, but popcorn has a history all its own."

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