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酒杯大小直接决定饮酒量和酒品销售额

kira86 于2018-06-14发布 l 已有人浏览
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餐厅和酒店想要酒品销售额增加?换个大酒杯吧。行为学研究发现,用大酒杯饮酒会让个人饮酒量增加。为了健康,还是换个小酒杯?
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酒杯.jpg
Bigger Glasses Rack Up More Wine Sales
想要酒品销售额增加?换个大酒杯吧
Ever order a drink, and feel stiffed on the pour? Well, before you bother the bartender, take a closer look at the size of your glass. "So people will generally perceive there to be less in larger containers, than in smaller ones." Theresa Marteau, a behavioral scientist at the University of Cambridge, in England.
是否有过这样的感受?点了一杯酒,但是杯子里的酒却(少得)让人心生郁闷。不要着急招酒保过来,先看看你的酒杯大小吧!“因为人们通常会觉得同样多的酒,比起倒在小的酒杯里,倒在在大的酒杯里更显少。”特丽莎·马尔托是英国剑桥大学的行为科学家。
She and her colleagues had analyzed how larger portions-and larger plates-lure us into eating more food. And they wondered: could the same be true for alcohol?
她和她的同事们曾分析过大份量和大盘子是如何诱使我们吃下更多食物的。然后她们随意,同样的理论是否也适用于饮酒呢?
So the researchers convinced the staff at a local bar to run an experiment: every two weeks, for four months, they'd rotate the bar's wine glasses from the standard 300 milliliter size, to either slightly larger-370 milliliters, or slightly smaller-250 milliliters. And see how the size of the glass affected patrons' drinking habits, even though the pour, the volume of alcoholic beverage, was unchanged."
所以,研究人员说服了当地酒吧的一些员工进行了一次实验:四个月内,每两周,他们会将酒吧标准的300毫升酒杯,换成370毫升或者250毫升的酒杯。并研究在酒精饮料的总量保持不变的情况下,酒杯的大小是如何影响顾客的饮酒习惯的,。
Turns out, serving wine in smaller glasses had no measurable effect. But the large glasses boosted wine sales 10 percent-even after controlling for day of the week, temperature, holidays and so on. The reason? She says: ""When the wine, the same volume, is being served in a larger glass, then people are probably perceiving they've got less in there."" Which, she says, means they might drink more, assuming they haven't hit their nightly limit. Or, they might just feel less satisfied with the pour, and buy another round. The study appears in the journal BMC Public Health.
结果表明,用较小的酒杯不会产生太大的影响。但是用较大的酒杯呢,即使控制了天数、温度、假期等其他因素,酒类的销售量也提升了10%。为什么会产生这样的结果呢?她解释道:因为,同样多的酒,当放在较大的杯子时,人们可能会感觉酒似乎非常少。马尔托解释到,这就意味着人们会增大饮酒量,因为他们觉得这还没达到自己的酒量呢!或者,也可能是他们觉得这点酒还不够,还需要再来一杯。该研究结果发表在《BMC公共卫生》杂志上。
"Aside from altering her own habits-"I do use smaller glasses, yes"-Marteau says that, if subsequent studies confirm this effect, public health officials might consider mandating a certain average glass size. "Specifying the maximum size in which wine can be sold could be a measure that's introduced to reduce the overconsumption of alcohol that seems to be cued by the glass size." Until that happens, the bar in the study now always serves its wine in the larger glasses.
除了改变自己的(饮酒)习惯——“我还会用较小的酒杯”——马尔托表示,如果后续的研究证实了此结果,那么公共卫生官员或许可以考虑规定酒杯的大小。“指定酒类出售的最大量杯可能是一种减少过度饮酒的措施,似乎酒杯大小似乎可以解决过度饮酒的问题。在那之前,现在参与研究的这间酒吧都是用较大的酒杯哦!
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