Health
News / June 2006
Having Just One
New research indicates that how much is ‘enough’ may have more to do with culture than calories or cravings.
An article published in the recent issue of Psychological Science investigated the psychology of consumption. The study’s findings demonstrated 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 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, varying the serving spoon size. The results demonstrated an identifiable unit bias. Passersby tended to take a single unit or spoonful of food without consideration for its size or quantity. The tests were conducted both in eyesight of others and in a more discreet location, so the bias in favor of consuming a single unit couldn’t be attributed solely to not wanting to look like a glutton.
“It is more than just people being afraid of appearing greedy,” according to the authors. “We have a culturally enforced ‘consumption norm,’ which promotes both the tendency to complete eating a unit and the idea that a single unit is the proper amount to eat.” The concept of unit bias helps explain how environmental differences in portions and package sizes impact overall consumption and may provide a foundation for a better understanding of the psychology of obesity.
This study is published in the June issue of Psychological Science.
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Femme Fair 2006
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