[Sigia-l] How the Perception of Variety Influences Consumptio n

[Shep McKee]

Jody Hankinson wrote:
"...I think it's interesting information to keep in the back of my mind.
Especially as a counter argument for "7 plus or minus 2" rule."

I'd like to hear more on why you think this could be a counter argument. The
context of their research seems to be concerned with consumption,
specifically the consumption of food (which to me is a much more complex
psychological phenomenon then we'd like to admit). At a very abstract level,
we can say that the 7 +/- 2 rule relates to making the best choice or at
least the most appropriate. As Ziya and David have pointed out, this is more
about making any choice, and the more you choose the merrier (for everyone
BUT you).

--
Shep McKee
Usability & Interaction
webMethods, Inc.
703.251.7122


-----Original Message-----
From: sigia-l-admin at asis.org [mailto:sigia-l-admin at asis.org]On Behalf Of
Hankinson, Jody
Sent: Thursday, July 31, 2003 9:46 AM
To: SIGIA
Subject: [Sigia-l] How the Perception of Variety Influences Consumption


I just finished reading this overview "Six Kinds of Jelly Beans: How the
Perception of Variety Influences Consumption." And while there's no direct
correlation to my current project, 
- Jody

http://knowledge.wharton.upenn.edu/articles.cfm?catid=4&articleid=819

It does, Kahn found after conducting a series of experiments that she and
University of Illinois professor Brian Wansink are publishing in a
forthcoming issue of Journal of Consumer Research. Their work, titled "The
Influence of Assortment Structure on Perceived Variety and Consumption
Quantities," found that the perception of variety, even when illusory,
stimulates people to consume more. Kahn's and Wansink's research reinforces
other recent studies challenging long-held views that a person's ability to
control eating, spending and general overindulgence has solely to do with
willpower, or a lack thereof. Environmental factors, including portion size,
price and the number of choices presented, also play a key role in America's
well-documented passion for overindulgence, social scientists are now
finding. 

An earlier study by co-author Wansink, for example, found that movie-goers
given an extra-large bucket of popcorn will eat 45% to 50% more than those
given a container one size smaller, even when the popcorn is stale. Hungry
or not, another study found, employees will eat throughout their workday if
an office table is stocked with cookies and candy, while other research
revealed that the bigger the toothbrush head, the more toothpaste people
use. And when consumers are offered an assortment with three different
flavors of yogurt, they consume an average of 23% more than from a
collection of just one flavor.


Jody Hankinson | Information Architect
212.852.5051 | jhankinson at girlscouts.org
GSUSA | Where Girls Grow Strong | 420 Fifth Avenue, NY, NY 10018

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