Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

New Years Eve party tip

30.12.2005


When pouring liquor, even professional bartenders unintentionally pour 20 to 30 percent more into short, squat glasses than into tall, thin ones, according to a new Cornell University study.


Jason Koski/University Photography
Cornell Professor Brian Wansink’s study showed that people overpour into short, squat glasses by 20 to 30 percent, compared with tall, thin glasses, probably because of the vertical-horizontal optical illusion that people consistently perceive vertical lines as longer than horizontal ones of the same length. Copyright © Cornell University


Wansink 2005©



"Yet, people who pour into short, wide glasses consistently believe that they pour less than those who pour into tall, narrow glasses," said Brian Wansink, the John S. Dyson Professor of Marketing, Applied Economics and of Nutritional Science at Cornell. "And education, practice, concentration and experience don’t correct the overpouring."

The reason for the difference, Wansink speculates, is the classic vertical-horizontal optical illusion: People consistently perceive equally sized vertical lines as longer than horizontal ones.


"People generally estimate tall glasses as holding more liquid than wide ones of the same volume," Wansink said. "They also focus their pouring attention on the height of the liquid they are pouring and insufficiently compensate for its width."

The study, by Wansink and Koert van Ittersum, assistant professor of marketing at Georgia Institute of Technology, is published in the newest issue of the British Medical Journal.

In separate studies, the researchers asked 198 college students (43 percent female) of legal drinking age and 86 professional bartenders (with an average six years experience -- 38 percent of them female) to pour a shot (1.5 oz.) of spirits into either short, wide tumblers or tall, thin highball glasses.

The college students consistently poured 30 percent more alcohol into the short glasses than into the tall, and the bartenders poured 20 percent more.

When the researchers asked one group of students to practice 10 times before the actual pour, they still poured 26 percent more into the short glasses. When the researchers asked one group of bartenders to "please take your time," the bartenders took twice as long to pour the drink, but still poured 10 percent more into the short glasses.

Because people generally consume most -- about 92 percent -- of what they serve themselves, the issue of pouring accuracy is relevant to policy-makers, health professionals, consumers, law enforcement officials and alcohol addiction and abuse counselors, write the authors. For example, they note, the hospitality industry wants to control serving sizes and thus costs, those in public policy want to minimize waste, and health professionals want to discourage overconsumption.

Advice from Wansink for bars and restaurants and for those who don’t want to unintentionally drink too much: "Use tall glasses or glasses with alcohol-level marks etched on them." For parents? Use tall, thin glasses when pouring soda but short, wide glasses for milk and other healthful drinks.

Wansink, the author of the new book "Marketing Nutrition: Soy, Functional Foods, Biotechnology and Obesity," is also the director of the Cornell Food and Brand Lab, made up of a group of interdisciplinary researchers who have conducted more than 200 studies on the psychology behind what people eat and how often they eat it.

Brian Wansink | EurekAlert!
Further information:
http://www.cornell.edu

More articles from Studies and Analyses:

nachricht Antarctic Ice Sheet mass loss has increased
14.06.2018 | Technische Universität Dresden

nachricht WAKE-UP provides new treatment option for stroke patients | International study led by UKE
17.05.2018 | Universitätsklinikum Hamburg-Eppendorf

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Temperature-controlled fiber-optic light source with liquid core

In a recent publication in the renowned journal Optica, scientists of Leibniz-Institute of Photonic Technology (Leibniz IPHT) in Jena showed that they can accurately control the optical properties of liquid-core fiber lasers and therefore their spectral band width by temperature and pressure tuning.

Already last year, the researchers provided experimental proof of a new dynamic of hybrid solitons– temporally and spectrally stationary light waves resulting...

Im Focus: Overdosing on Calcium

Nano crystals impact stem cell fate during bone formation

Scientists from the University of Freiburg and the University of Basel identified a master regulator for bone regeneration. Prasad Shastri, Professor of...

Im Focus: AchemAsia 2019 will take place in Shanghai

Moving into its fourth decade, AchemAsia is setting out for new horizons: The International Expo and Innovation Forum for Sustainable Chemical Production will take place from 21-23 May 2019 in Shanghai, China. With an updated event profile, the eleventh edition focusses on topics that are especially relevant for the Chinese process industry, putting a strong emphasis on sustainability and innovation.

Founded in 1989 as a spin-off of ACHEMA to cater to the needs of China’s then developing industry, AchemAsia has since grown into a platform where the latest...

Im Focus: First real-time test of Li-Fi utilization for the industrial Internet of Things

The BMBF-funded OWICELLS project was successfully completed with a final presentation at the BMW plant in Munich. The presentation demonstrated a Li-Fi communication with a mobile robot, while the robot carried out usual production processes (welding, moving and testing parts) in a 5x5m² production cell. The robust, optical wireless transmission is based on spatial diversity; in other words, data is sent and received simultaneously by several LEDs and several photodiodes. The system can transmit data at more than 100 Mbit/s and five milliseconds latency.

Modern production technologies in the automobile industry must become more flexible in order to fulfil individual customer requirements.

Im Focus: Sharp images with flexible fibers

An international team of scientists has discovered a new way to transfer image information through multimodal fibers with almost no distortion - even if the fiber is bent. The results of the study, to which scientist from the Leibniz-Institute of Photonic Technology Jena (Leibniz IPHT) contributed, were published on 6thJune in the highly-cited journal Physical Review Letters.

Endoscopes allow doctors to see into a patient’s body like through a keyhole. Typically, the images are transmitted via a bundle of several hundreds of optical...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Munich conference on asteroid detection, tracking and defense

13.06.2018 | Event News

2nd International Baltic Earth Conference in Denmark: “The Baltic Sea region in Transition”

08.06.2018 | Event News

ISEKI_Food 2018: Conference with Holistic View of Food Production

05.06.2018 | Event News

 
Latest News

Graphene assembled film shows higher thermal conductivity than graphite film

22.06.2018 | Materials Sciences

Fast rising bedrock below West Antarctica reveals an extremely fluid Earth mantle

22.06.2018 | Earth Sciences

Zebrafish's near 360 degree UV-vision knocks stripes off Google Street View

22.06.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>