June 22, 2006
Blackwell Publishing Ltd.
An article published in the recent issue of Psychological Science investigates the psychology of consumption. The study's findings demonstrate that individuals have a strong tendency to eat only a single unit of food, regardless of the unit's size or caloric value.
The authors conducted experiments with offering free food in public areas, varying the size of the product unit and the size of the serving utensil. In one experiment, researchers observed a mixing bowl of M&M's in the lobby of an apartment building, setting the serving spoon size at variance. The results demonstrate an identifiable unit bias, as passersby tended to take a single unit or spoonful of food without consideration for its size or quantity. As tests were conducted both within eyesight of others and in a more discreet location, the bias in favor of consuming a single unit cannot be attributed solely to the avoidance of perceptible gluttony.
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Blackwell Publishing Ltd.. "Forget The Label: Portion Size Is All In Your Mind." ScienceDaily. ScienceDaily, 22 June 2006. <www.sciencedaily.com/releases/2006/06/060622073524.htm>.
Blackwell Publishing Ltd.. (2006, June 22). Forget The Label: Portion Size Is All In Your Mind. ScienceDaily. Retrieved April 17, 2014 from www.sciencedaily.com/releases/2006/06/060622073524.htm
Blackwell Publishing Ltd.. "Forget The Label: Portion Size Is All In Your Mind." ScienceDaily. www.sciencedaily.com/releases/2006/06/060622073524.htm (accessed April 17, 2014).