早稲田商2017 III

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III


No more TV dinners, no more snacking with Paul McCartney on the kitchen stereo and certainly no listening to the more intellectual bits of Radio 4 over breakfast.

If you want to lose weight, the best accompaniment to a meal is the sound of your own chewing, a study suggests. Psychologists in the US have found that people consume less food when they can hear themselves eating. They believe the effect to be so powerful that even simply telling somebody that they are eating a crunchy snack makes them eat less. In a considerable benefit to those who cannot get through a packet of crisps without making the noise of a small gunfight, experiments show that 人々が自分の食事の騒音に集中すればするほど、彼らはより食べる量が少なくなる and they think the flavours are more intense.

Gina Mohr, assistant professor of marketing at Colorado State University, said the findings suggested that people who wanted to diet could cut down on distracting sounds. In one experiment, Dr Mohr and a colleague asked 71 students to sit in a room with a bowl of ten pretzels while wearing a pair of headphones. Half of the participants had their ears ( ア ) with white noise, drowning out the sound of their chewing. They ate an average of four pretzels each, The other half, who were able to hear themselves eat much more distinctly, took 2.8 each.

The marketing psychologists also sat 156 undergraduates down in a room with eight baked crackers made from pitta bread. One group read a piece of paper that said: "Our pitta crackers deliver the crunch you crave. You'll love the crispy sound of each bite." They each ate an average of one fewer than the other group, who were shown an instruction that emphasised the taste instead.

The researchers believe that food manufacturers have long understood this phenomenon. When the company behind the Magnum brand of ice creams changed their chocolate coating to stop it slipping off the bar, they were inundated with complaints. It eventually emerged that people had largely been buying the bars precisely because they liked the brittleness of the chocolate and crackling noise it made when they ate it.

"To our ( イ ), this relationship had not been examined m existing research despite the importance that food sound has in the consumer environment," the authors wrote in the journal Food Quality and Preference.



True or False

1. The intellectual programs of Radio 4 are more effective in losing weight than TV dinners or Paul McCartney on the kitchen stereo.

2. Psychologists in the US believe that people eat less after they are told that they are eating a crunchy snack.

3. Dr Mohr's findings suggest that people who would like to lose weight should pay close attention to the sound of their own chewing.

4. Dr Mohr's group was unsuccessful in proving that giving people written notification of food crispiness can make them eat less.

5. Dr Mohr's group confirmed previous research results about the relationship between food sound and how much people eat.

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