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Taking popcorn to the cinema can ruin the experience.

Per Daily Mail, experts from Erasmus University in the Netherlands have found that tucking into treats can distract the brain as it focuses on the taste of food instead of the film being watched.

Researchers Dr. Anne-Kathrin Klesse and Dr. Emily Garbinsky said: "Companies intentionally use food to create enjoyable customer experiences.

"For instance, amusement parks, movie theatres and concert venues all offer food accompaniments to boost customers' enjoyment of these experiences.

"However, this research indicates that this strategy may actually backfire."

Klesse added: "Being able to fully enjoy experiences is central to happiness and wellbeing.

"Our research offers important insights into what environmental factors can negatively impact consumers' enjoyment of ongoing experiences.

"It is important to create a setting in which consumers can be fully engaged to maximise the enjoyment from experiences, such as listening to a concert.

"The presence of tempting food is therefore detrimental because it distracts consumers who are invited to imagine what they'll taste next, and this actually decreases their engagement with and enjoyment of their current experience." — BANG SHOWBIZ

Photo: TPG News/Click Photos


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