{"69358":{"#nid":"69358","#data":{"type":"news","title":"Alcohol Over-pouring Caused by Short Glass Shapes","body":[{"value":"\u003Cp\u003EYour eyes can play tricks when it comes to pouring drinks. People - even professional bartenders - inadvertently pour 20 to 30 percent more alcohol into short, wide glasses than tall, slender ones of the same volume, according to a new research study published in the BMJ (\u003Cem\u003EBritish Medical Journal\u003C\/em\u003E).\u003C\/p\u003E\n\u003Cp\u003E\u0022People focus their attention on the height of the liquid they are pouring and insufficiently compensate for its width,\u0022 explains Koert van Ittersum, an assistant professor of marketing at Georgia Tech College of Management.\u003C\/p\u003E\n\u003Cp\u003EEven educating people about this human perceptual tendency and encouraging them to be careful doesn\u0027t eliminate alcohol over-pouring, find van Ittersum and Brian Wansink, a professor of marketing, applied economics and nutrition science at Cornell University, in their study, \u0022Reducing Alcohol Over-pouring and Underreporting.\u0022 \n\u003C\/p\u003E\n\u003Cp\u003EThey consider their findings relevant to policymakers and law-enforcement officials who want to increase public safety, groups wanting to promote responsible drinking and decrease alcohol abuse, and people in the hospitality industry who want to cut costs (via serving size) without decreasing customer satisfaction. \n\u003C\/p\u003E\n\u003Cp\u003E\u0022If short tumblers lead people - even bartenders - to pour more alcohol than highball glasses, then there are two easy solutions,\u0022 van Ittersum says. \u0022Either use tall glasses or ones with alcohol-level marks etched on them as is done in some European countries.\u0022\n\u003C\/p\u003E\n\u003Cp\u003EThe researchers conducted their study using 198 students of legal drinking age at the University of Illinois at Urbana-Champaign who poured mock mixed drinks into both tall and short glasses from liquor bottles filled with water or tea instead of alcohol. Study subjects also included eighty-two bartenders in Philadelphia who had an average of 6.3 years of bartending experience. \n\u003C\/p\u003E\n\u003Cp\u003EEven 10 rounds of practice didn\u0027t make close to perfect for students involved in the study. More career experience led bartenders to pour less alcohol into shorter glasses, but they still over-poured. \u0022This tendency is not sufficiently reduced by education, practice, concentration, or experience,\u0022 van Ittersum says. \n\u003C\/p\u003E\n\u003Cp\u003EFor more information, contact van Ittersum at 404-894-4380 or \u003Ca href=\u0027mailto:koert.vanittersum@mgt.gatech.edu\u0027\u003Ekoert.vanittersum@mgt.gatech.edu\u003C\/a\u003E.\n\u003C\/p\u003E\n\u003Cp\u003E\u003Cstrong\u003EWriter:\u003C\/strong\u003E Brad Dixon, College of Management\u003C\/p\u003E","summary":null,"format":"limited_html"}],"field_subtitle":"","field_summary":[{"value":"People - even professional bartenders - inadvertently pour 20 to 30 percent more alcohol into short, wide glasses than tall, slender ones of the same volume, according to a new research study published in the BMJ (British Medical Journal).","format":"limited_html"}],"field_summary_sentence":[{"value":"Study shows how your eyes play tricks"}],"uid":"27301","created_gmt":"2006-01-20 01:00:00","changed_gmt":"2016-10-08 03:00:55","author":"Elizabeth Campell","boilerplate_text":"","field_publication":"","field_article_url":"","dateline":{"date":"2005-12-23T00:00:00-05:00","iso_date":"2005-12-23T00:00:00-05:00","tz":"America\/New_York"},"extras":[],"hg_media":{"69359":{"id":"69359","type":"image","title":"Koert van Ittersum","body":null,"created":"1449177252","gmt_created":"2015-12-03 21:14:12","changed":"1475894606","gmt_changed":"2016-10-08 02:43:26"}},"media_ids":["69359"],"related_links":[{"url":"http:\/\/mgt.gatech.edu\/","title":"Georgia Tech College of Management"}],"groups":[{"id":"1183","name":"Home"}],"categories":[{"id":"135","name":"Research"}],"keywords":[{"id":"2367","name":"Abuse"},{"id":"1457","name":"Alcohol"},{"id":"3036","name":"bartender"},{"id":"2763","name":"hospitality industry"},{"id":"3035","name":"public safety"}],"core_research_areas":[],"news_room_topics":[],"event_categories":[],"invited_audience":[],"affiliations":[],"classification":[],"areas_of_expertise":[],"news_and_recent_appearances":[],"phone":[],"contact":[{"value":"\u003Cstrong\u003ELisa Grovenstein\u003C\/strong\u003E\u003Cbr \/\u003ECommunications \u0026amp; Marketing\u003Cbr \/\u003E\u003Ca href=\u0022http:\/\/www.gatech.edu\/contact\/index.html?id=lgrovenste3\u0022\u003EContact Lisa Grovenstein\u003C\/a\u003E\u003Cbr \/\u003E\u003Cstrong\u003E404-894-8835\u003C\/strong\u003E","format":"limited_html"}],"email":["lisa.grovenstein@comm.gatech.edu"],"slides":[],"orientation":[],"userdata":""}}}