Sunday, October 25, 2009
Intuition is so often wrong and unintended consequences live
It has long been thought that in fighting obesity, if we put calories on menus, people would eat fewer. This is intuitively obvious. It is also wrong. Latest research in New York shows that by putting calories on, average calories consumed at lunch went from 425 to 468. The reason seems to be that consumers seem to take knowledge as permission to indulge. This is not an uncommon result when anyone bases a decision on intuition or logic it frequently produces an unintended consequence.