Giving people bigger portions is an easy way of making them feel they have got a better dealFood companies certainly think giving people more food for their money makes them buy more. That is why portions have been getting larger and larger. In America, soft drinks, which used to come in 8oz and then 12oz containers now come in 20oz ones. As Dennis Lombardi of Technomic, a food-industry consultancy in Chicago, points out, giving people bigger portions is an easy way of making them feel they have got a better deal. If I can give you an 8oz portion for $7, I can give you a 12oz portion for $8. The only incremental cost to me is the food, which probably cost 25 cents. Everybody, therefore, has done it.Scientists have shown that portion size partly determines how much people eat. Barbara Rolls, a nutrition professor at Pennsylvania State University, fed subjects macaroni cheese, some in 2.5-cup portions, some in 5-cup portions. The ones with the big portions ate 27% more, on average, than those with small portions but did not report feeling any fuller. Brian Wansink at the University of Illinois found that if you give movie-goers an extra-large bucket of popcorn, they eat nearly half as much again as if you give them the next size down, even if the popcorn is stale.Now companies are under pressure to stop selling people more for less. But it is a hard trend to reverse, as Mr Lombardi points out. How about I give you a third less food for $1 less? I dont think so.
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