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.
Basic psychological research has already shown that the psychological mechanism behind this repetition effect is the easiness with which we perceive information. Repeatedly perceived information is easier to process for the brain, which saves capacity, and thus feels positive.
Concerning brand names, recent research by Sascha Topolinski and Fritz Strack has shown that this feeling of easiness and ensuing repetition effects actually stem from the mouth. Each time we encounter a person’s or product name, the lips and the tongue automatically simulate the pronunciation of that name. This happens covertly, that is, without our awareness and without actual mouth movements. During inner speech, the brain attempts to utter the novel name. When names are presented repeatedly, this articulation simulation is trained and thus runs more easily for repeated compared to novel names. Crucially, if this inner speech is disturbed, for instance during chewing gum or whispering another word, the articulation of words cannot be trained and the repetition effect vanishes. People who are chewing something are immune to word repetition, they do not prefer familiar words over novel ones.
The present study applied this to the real-world scenario of advertising in movie theaters. There, people usually consume popcorn and other snacks during watching commercials, which disturbs the inner articulation of brand names.