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Secret Sauce by Harry Mills

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9.

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Make it Easy,Make itEffortless

Don’t Make it Hardto Say Yes

Don’t make it hard to say yes

Brian Wansink, professor of Consumer Behavior at Cornell University and author of the bestselling Mindless Eating: Why We Eat More Than We Think, studies what happens when choices are made easier or more difficult.

Wansink found that when healthy food was the easiest choice, for example by displaying it more prominently, we eat more of it.

Wansink, in one experiment, tested what happened to ice cream consumption in a cafeteria when a freezer cabinet containing ice cream was left open. People could always see the ice cream when the lid was open. When the ...

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