“大家都对这个服务反映良好,然而实际上是什么在帮助我们做决策呢?”他问道。于是,和一位哥伦比亚商学教授唐纳德·R·莱曼一起,帕克做出了假设。他认为,将卡路里标在食物旁边实际上不能帮人们做出更健康的选择,而把所有低卡食物都放在一起收效更微。
“For a lot of people low-cal, healthy things kind of sound like not very big, not very filling, doesn’t taste very good,” he said. “Even if that’s not true, that’s the inference they have so they immediately go, ‘I don’t want that’ and then they choose from the rest of the menu which means they’re going to choose something that’s relatively high calorie.”
“对于大部分人来说,健康的食物听起来总像是吃不饱,也不好吃。”他说,“即使这并不是真的,但是基于自己的推断,人们还是会直接忽略掉低卡食品。他们会觉得‘我才不想吃那个’,然后去从菜单剩下的食物中选择,这就意味着他们会选择一些相对来说卡路里较高的食物。”
Parker and Lehmann’s study was fairly simple. Participants were asked to select an item from a number of menus, which were randomly assigned. The first “traditional” menu looked much like a regular restaurant menu where dishes did not feature any special “Chef’s Choice” flags or caloric content. The second “calorie-posted” menu included caloric content next to dishes, while the third “calorie-organized” menu took it a step further and categorized low-calorie dishes in a separate section.
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