Researchers have identified a key reason why people make mistakes when they try to predict how much they will enjoy future events.
The research involved people eating potato chips. Participants predicted how much they would like eating potato chips before, after, or instead of eating a much better food (chocolate) or a much worse food (sardines). They then ate the chips and reported how much they liked them.
The researcher found that the chocolate and the sardines had a large impact on participants’ predictions, but no impact whatsoever on their actual experiences. Those participants who compared the chips to sardines overestimated how much they’d enjoy eating the chips, and those who compared them to chocolate underestimated how much they’d enjoy eating the chips.
In another experiment participants were asked eat the potato chips at a much slower pace. These participants who ate slowly actually did enjoy the chips more when the alternative was sardines and enjoyed it less when the alternative was chocolate. (The opposite to what was found when people ate the chips at a normal pace)
The researchers believe that slowing down the experience of eating gave participants the opportunity to think about the chocolates or the sardines.
The researchers concluded “A very slow family reunion may well be worse if the alternative was Bermuda than if the alternative was working an extra shift. When experiences don’t demand our attention, our minds are free to wander to all the other things we might have been doing instead. If those things are better, we feel worse, and if they are worse, we feel better.”
American Association for the Advancement of Science, 2008
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