Consumers will take more pleasure in moderation than overindulgence, according to research from the Stanford Graduate School of Business.
The next time you are tempted at the cocktail reception to gulp your wine before you head to the table, think again. New research suggests you'll actually enjoy the wine more if you drink it while you nibble, and enjoy it more and sooner in the future if you don't continue drinking until you are tired of that last sip.
The research — conducted by Baba Shiv and Emily Garbinsky at Stanford Graduate School of Business and Boston University’s Carey Morewedge — explored the question of how your feeling of satiety affects how soon you eat the same food again.