Homo Consumericus

The nature and nurture of consumption.

by Gad Saad, Ph.D.

Variety Might Be The Spice of Life But It Can Lead To Weight Gain.

By Gad Saad, Ph.D. on August 27, 2010 in Homo Consumericus

One of the greatest obstacles to maintaining a healthy weight is our innate penchant for food variety. For example, if individuals are offered the same amount of candies but in one case all in one color and in the second instance in multiple colors, consumption will be greater in the multicolor condition even though the colorant has no effect on the candies' taste, smell, or texture. Read More

Is too much variety too much?

Submitted by Gil on August 27, 2010 - 4:39pm.

Hi Gad, I was wondering how the "variety effect" can explain recent studies on the paradox of choice. For example, when people are given samples of twenty yogurts compare to three they tend overall buy any yogurt less, compared to if they are offered onlt three. Is too much variety just too confusing?

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Good point.

Submitted by Gad Saad, Ph.D. on August 27, 2010 - 5:50pm.

Hi Gil,

I tackle this exact distinction in my forthcoming trade book. The outcome metrics for the variety effect are typically different from those implicit to the paradox of choice paradigm (see Barry Schwartz's excellent book on the topic). In the choice context, one might experience information overload prior to identifying a winning alternative. As such, having more choices might increase one's deliberation time, cognitive effort, information search costs, etc. In the variety effect literature, one is gauging specifically whether greater variety results in increased eating. Hence, whereas the two concepts are related, they are somewhat distinct. Is this clearer?

Have a good weekend.