Research paper
Geier AB, Rozin P, Doros G. Unit bias: A new heuristic that helps explain the effect of portion size on food intake. Psychological Science. 2006;17(6):521-525. doi:10.1111/j.1467-9280.2006.01738.x. PMID: 16771803.
Why we cite it
Proposed "unit bias" — the cognitive heuristic that one unit of an entity is perceived as the appropriate amount — and demonstrated experimentally that this bias causes people to consume more when individual unit sizes or serving implements are larger.
DOI: 10.1111/j.1467-9280.2006.01738.x · PubMed 16771803 · Publisher