Blame it on Barbenheimer? Or are we being corned into popping more into our mouth just by being in a theatre regardless of what is playing before us?
Sarah Lefebvre, Ph.D., an associate professor of marketing at Murray State University says it’s all in the mood. “When we lower the lighting, we're more relaxed, which usually increases satisfaction in general with your overall experience …. We're gonna probably consume a little more because A, we’re not really paying attention, and B, we don't really care.”
Low lighting at restaurants makes you more indulgent with your choices (skip salad, have fries to fill). When it’s dim, foods with just one dimension of taste (sweet or salt, like popcorn) taste better. Add the movie distraction and bring on more popcorn! And you eat more when the air is chilly!
Plus, adds this TIME report, there is the matter of close identification with the characters in front of you. Watching Teenage Mutant Ninja Turtles? Keep them pizzas coming! And when those projected finish eating, you reach for something sweet too.
Looks like eating more is scripted, no matter what the film is. So how much did you pay for the ticket last time? And for the popcorn?
Read the complete report here:The Science Behind Why We Eat so Much at the Movies | Time