I'm not quite sure what to make of a story I saw online a few weeks ago under the headline "Can Chewing Cause Brand Amnesia."
It reports on a study done at the University of Wuerzburg in Germany that suggests people who watch an ad while chewing gum or eating popcorn (typical movie theater behavior, right?) had lower recall of the ad than a control group that saw the ads while not eating or chewing.
And we pride ourselves on being able to multi-task. I wonder what the ad recall must be for those of us who see an ad on TV while checking our cellphone or taking a quick trip to the refrigerator or bathroom.
The researchers called this lower recall the "oral interference effect."
So does this mean marketers should pull back their ad dollars spent on cinema advertising? Or perhaps theater owners need to prevent patrons from chewing gum until after the ads are finished running. I'm not sure how TV advertisers can prevent such "oral" distractions while their ads are running.
Just another hurdle the ad community needs to clear. Hmmm.