Undercover at the U.S. Army Research Labs in Natick, MA. (p. 7)

We conduct experiments to see what, why, and how much people eat.
(p. 8)

A Lab pretest prepares us for a field study in fast food land.
(p. 9)

Would bad popcorn in big buckets (and biohazard bags) make you eat more?
(p. 16)

Weighing the leftovers of the Chicago Moviegoers to “Payback.”
(p. 18)

Would Jill North’s fake North Dakota labels ruin your dinner?
(p. 19)

How much longer would you spend at dinner if you were given free wine with a CA label instead of one with a ND label?
(p. 21)

Testing the scales before the chicken bone study.
(p. 37)

Guess which of these bowls are being endlessly refilled from under the table?
(p. 47)

Behold! The Borg-like tubing that refills the Bottomless Soup Bowls. How much more soup would you eat if your soup bowl never emptied?
(p. 52)

This young woman is serving herself almost 30% more than those given a medium-size bowl. Think you’d be any different?
(p. 58)

Which of the glasses will Philly bartenders overfill by 28%?
(p. 64)

Which of these trays of jelly beans will lead you to eat twice as much and why?
(p. 73)

If M&Ms all taste the same, why will you eat so many more of the colored ones?
(p. 73)

Seeing is eating. How many more candies will you eat each day from this clear dish than a white one?
(p. 78)

How many more will you eat from a candy dish that’s 3 feet away vs. one that’s 6 feet away?
(p. 85)

Hmm . . . I wonder where our “clean-the-plate” mentality comes from?

Great savings at Warehouse Clubs, but…

Why do some guys think they impress women by overeating?
(p. 100)

How much more food will a 60 minute TV show make you eat over a 30 minute one? (p. 102). A zealous research assistant flashes a previously hidden scale in our All-You-Can-Eat-TV study.

Will a nice smell make you eat more even if you don’t really like the food? Here at the Natick Army base we’re about to find out.
(p. 111)

Here’s the sensory room at the US Army Labs. Could you tell the difference between strawberry and chocolate ice cream if we put you in here and turned out the lights?
(p. 118)

We’re scheming new names for old foods at Bevier Cafeteria in Urbana, IL. Will your tastebuds get tricked by a nice menu name?
(p. 125)

Could we rename a wine and make you like it more? Jim Painter and I went to Tuscany to tell them what we found.
(p. 133)

Would people buy beef brains if we called them “variety meats”?
(pg. 135)

How does your mood determine which comfort food you grab?
(p. 142)

Can your personality reveal your favorite soup? Here we double-check our findings.
(p. 149)

One of my secret favorite studies is about WWII vets and Chinese food. This is the U of Illinois team that pulled it off.
(p. 153)

Our volunteering in soup kitchens is giving us new insights about food deprivation.
(p. 156)

72% of what this boy eats will be determined by his “Nutritional Gatekeeper.”
(p. 163 )

How are fruit lovers different than vegetable lovers.
(p. 164)

Belly up to the Baby Buffet.
(p. 169)

Food conditioning and the Popeye Project.
(p. 172)

Do you know an easy way to keep your child from overeating a snack.
(p. 175)

Pierre Chandon and I discuss the Fast Food insights from our McSubway Study. Our wives have long gotten bored and left the table.
(p. 184)

How many more calories would you eat if you thought your snack was “low fat”?
(p. 191)

At which of these places will you end up eating more than you think?
(p. 187)

Reporting our surprising findings about the “Dark Side” of package labels on C-Span.
(p. 203)

Have your cake and eating it too.
(p. 213)

Finishing “Mindless Eating” in Paris, minus beret.

The full-time team of the Cornell Food and Brand Lab.
(July 2006)