The average person makes more than 200 decisions about food every day, and most of the time isn’t even aware of it. We may take a stand each morning when it comes to ordering a tall, nonfat, no-foam latte, but for the most part, we tend to consume what’s put in front of us. When we eat out, everything from a restaurant’s lighting to the menu design to the size of the plate or cup influences how much we eat and drink.
But when Mayor Michael Bloomberg proposed a ban on supersize soft drinks in New York last month, the restaurant and beverage industries argued that people are in control of what they consume. “We trust our customers to make the choices that are best for them,” McDonald’s tweeted.
Recently, Pierre Chandon, a French marketing professor and visiting Harvard Business School scholar, decided to test the idea that consumers know what’s best for them. He asked 294 people to estimate — using photos of a 6.5-ounce bottle (the standard for decades), a 12-ounce can or a 12-ounce cup as benchmarks — how much liquid was in a range of cups, starting at 12 ounces all the way up to a 50-ounce “Double Gulp.” While it sounds simple, respondents consistently guessed wrong, assuming that the larger cups held about 20 percent to 40 percent less liquid than they actually did. Dozens of other studies, using jelly beans, popcorn, ice cream and alcoholic drinks, have also shown that consumers can’t be depended on to perceive serving sizes accurately.
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