Title: Mindless Eating: Why We Eat More Than We Think
Author: Brian Wansink
Published: 2006 by Bantam Dell
I've heard this guy on KCRW's Good Food before. He's a professor of marketing and nutritional science, and from the sounds of it he's a creative guy with an extremely fun job. He does research on why people eat the way they do and what influences them most. A lot of the time, it's not what you expect.
One of the best experiments he did was with a bottomless bowl of soup. His question was what makes a person decide to stop eating? What makes us stop eating? He rigged up a bowl of soup connected via a tube to a vat of soup. Without slurping down a lot of soup, basically it was impossible to empty the bowl. On average those with the endless bowl at 73% more soup than those with a normal bowl.
Most were still eating when we stopped them, 20 minutes after they began. The typical person at around 15 ounces, but others at more than a quart--more than a quart. When one of these people was asked to comment on the soup, his reply was, "It's pretty good, and it's pretty filling." Sure it is. He had eaten almost three times as much as the guy sitting next to him.
Another of my favorites is the story of a cook on a Navy ship in World War II. Due to some sort of error, the cook took on too much lemon Jell-o and no cherry. When you're out at sea for months at a time, little things like that can be a big deal. Fights were actually breaking out because of it. Well Billy, our fearless cook, thought quick on his feet and colored the lemon Jell-o red. The crew never even guessed what happened. Because they thought it was cherry, they imagined the taste of it.
But to the point of the book. Our body is quite capable of noticing changes in diet, such as eliminating all carbohydrates or eating half as many calories. That's why 90% of dieters regain their former weight. It's just not sustainable, and generally speaking the quicker you lose the weight the quicker you'll put it back on. But the human body can't detect slight changes, such as 100 calories a day. That amount of change over the course of a year works out to about 10 pounds. So if you drink an extra Mountain Dew every day, you'll gain 10 pounds. If you cut one out, you'll lose 10 pounds. In both cases, you won't notice any difference in your diet.
Dr. Wansink offers a number of ways to work 100-200 calories out of your diet, things like serving yourself 20% less (which will still leave you feeling just as full), fill your plate with fruits and veggies (less calorie dense, more vitamins), don't abandon your comfort foods instead rewire them (deprivation rarely works, but comfort foods are not written in stone).
There are plenty more suggestions, and more importantly, funny stories in this book. The author definitely has a good sense of humor and a good wit. It's an easy read that is still well supported by scientific research and more endnotes than you can shake a pastrami at.