Word: potatoes
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Dates: during 2000-2009
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...Potato Panic...
...this day especially, Sugamo's shopkeepers are pioneers in an increasingly important retailing speciality: selling to seniors. Five years ago, the local McDonald's menu listed french fries as simply "potato" and Filet-O-Fish as "fish hamburgers." Customers today are more familiar with the fare. Big Macs are on offer. So are 100-yen (92?) cheeseburgers and sandwiches with steamed buns, popular because they are cheap and soft. "Toasted buns are too hard for them," explains manager Hayato Akasako. "They like the Filet-O-Fish and the shrimp burger." Akasako says the elderly don't necessarily bridle...
Whether the students ate chips before or after sardines or chocolate, it made no difference. Rather, eating a potato chip was an experience unto itself. "It's the taste of that crackily, greasy, salty, crunchy, fried potato flavor - it's the consuming experience you're having and your attention collapses on this moment," says Gilbert...
...what does eating potato chips have to do with our larger, more important life decisions? Consider the choice to marry one sweetheart over another. If you pick the genial, down-to-earth banker, will you forever regret letting go of that free-spirited artist who loves traveling as much as you? Probably not. The very fact that you'll be living with - and experiencing - one spouse and not the other means that the passed-over option will quickly fade in your mind. "The people you don't marry don't move in with you," says Gilbert...
Gilbert simulated that scenario with potato chips. As in the other experiments, one group of students was asked to eat the chips and other foods, and another was asked to imagine doing so. Only this time, two more groups were asked to eat - or imagine eating - to the beat of a metronome. Those who ate at a normal pace - one chip for every 15 seconds - came to the same misguided conclusions as other students: predictions did not correspond to their actual levels of enjoyment. Yet those who ate chips more slowly, one every 45 seconds, had very different results. Their...