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firethief · 4065 days ago · link · · parent · post: Eating popcorn in the cinema makes people immune to advertising | Science | The Guardian
This summary has several inaccuracies; the original University of Cologne press release makes a lot more sense. Their central point is based on the Motor Theory of Speech Perception. This is not a widely-held view within the field. Besides that, I have to question the validity of treating sugar cubes as a control group; I'd also wonder whether an ad for butter might be affected differently by eating popcorn than an ad for just about anything else. The sample size was quite small. All-in-all, I'm not convinced when The Guardian claims cinemas are likely to give up their main source of revenue.