New York Magazine featured research by UBC Sauder School of Business professor Yann Cornil and INSEAD’s Pierre Chandon that linked portion size and thinking about food.
Researchers found that people who imagined how their food would taste chose smaller portions.
“While most food ads, especially those for fast food restaurants, suggest that consuming more food will bring more pleasure, research on the physiology of eating suggests the exact opposite: Sensory pleasure peaks at the first few mouthfuls and declines with each additional mouthful,” the researchers wrote.
