The reason why adverts manage to imprint brand names on our brains is that our lips and the tongue automatically simulate the pronunciation of a new name when we first hear it. Every time we re-encounter the name, our mouth subconsciously practises its pronunciation. [...]
However ... this "inner speech" can be disturbed by chewing, rendering the repetition effect redundant. [...]
"The mundane activity of eating popcorn made participants immune to the pervasive effects of advertising," said Sascha Topolinski, one of the researchers.
He goes as far as implying that his research may spell the end of the traditional popcorn machine in cinema foyers. "This finding suggests that selling candy in cinemas actually undermines advertising effects, which contradicts present marketing strategies. In the future, when promoting a novel brand, advertising clients might consider trying to prevent candy being sold before the main movie."
Popocorn [sic] kernels contain oil and water with starch, surrounded by a hard and strong outer coating. When popcorn is heated, the water inside the kernel tries to expand into steam, but it cannot escape through the seed coat (the popcorn hull). The hot oil and steam gelatinizes the starch inside the popcorn kernel, making it softer and more pliable. When the popcorn reaches a temperature of 180 °C (356 °F) the pressure inside the kernel is around 135 psi (930 kPa), which is sufficient pressure to rupture the popcorn hull, essentially turning the kernel inside-out. The pressure inside the kernel is released very quickly, expanding the proteins and starch inside the popcorn kernel into a foam, which cools and sets into the familiar popcorn puff.