Cited by 301Nutrition, Health and Food BehaviorDecision-Making and Behavioral EconomicsEating Disorders and Behaviors

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Ice Cream Illusions

Wansink, Brian, van Ittersum, Koert, Painter, James E.·2006·American Journal of Preventive Medicine

DOI 10.1016/j.amepre.2006.04.003

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Abstract

Background Because people eat most of what they serve themselves, any contextual cues that lead them to over-serve should lead them to over-eat. In building on the size-contrast illusion, this research examines whether the size of a bowl or serving spoon unknowingly biases how much a person serves and eats.Methods The 2 x 2 between-subjects design involved 85 nutrition experts who were attending an ice cream social to celebrate the success of a colleague in 2002. They were randomly given either a smaller (17 oz) or a larger (34 oz) bowl and either a smaller (2 oz) or larger (3 oz) ice cream scoop. After serving themselves, they completed a brief survey as their ice cream was weighed. The analysis was conducted in 2003.Results Even when nutrition experts were given a larger bowl, they served themselves 31.0% more (6.25 vs 4.77 oz, F(1, 80) = 8.05, p < 0.01) without being aware of it. Their servings increased by 14.5% when they were given a larger serving spoon (5.77 vs 5.04 oz, F(1, 80)=2.70, p = 0.10).Conclusions People could try using the size of their bowls and possibly serving spoons to help them better control how much they consume. Those interested in losing weight should use smaller bowls and spoons, while those needing to gain weight--such as the undernourished or aged--could be encouraged to use larger ones. Epidemiologic implications are discussed.

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RETRACTED: Super Bowls: Serving Bowl Size and Food Consumption
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Retracted
The Contribution of Expanding Portion Sizes to the US Obesity Epidemic
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ENVIRONMENTAL FACTORS THAT INCREASE THE FOOD INTAKE AND CONSUMPTION VOLUME OF UNKNOWING CONSUMERS
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Authors: Wansink, B., van Ittersum, K., & Painter, J. E.
Affiliations: Cornell University (US)
Eastern Illinois University (US)
ORCID: Wansink, Brian
Venue: American Journal of Preventive Medicine
Publisher: Elsevier BV
Published: 2006-09
Volume: 31
Issue: 3
Pages: 240-243
ISSN: 0749-3797 (ISSN-L)
DOI: 10.1016/j.amepre.2006.04.003
OpenAlex: W2134869599
Cited by: 301
References: 12
Citations by year: 2026: 3 · 2025: 6 · 2024: 4 · 2023: 2 · 2022: 5 · 2021: 3 · 2020: 7 · 2019: 14 · 2018: 18 · 2017: 25 · 2016: 30 · 2015: 32 · 2014: 36 · 2013: 29 · 2012: 24
FWCI: 8.81
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations: American Journal of Preventive Medicine (publishedVersion)
PubMed (publishedVersion)
Topics: Health Sciences › Nursing › Nutrition and Dietetics › Nutrition, Health and Food Behavior
Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
Social Sciences › Psychology › Clinical Psychology › Eating Disorders and Behaviors
Keywords: serving size, portion size, overeating, dietary intake, weight management, nutritionists
MeSH terms: Eating, Female, Humans, Ice Cream, Illusions, Male, Visual Perception

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