Oh we are such slaves of our perceptions! Here's an interesting little study. People given a large bowl gave themselves 31% more icecream than those given a bowl half the size. Those given a 3-oz spoon to serve themselves with also gave themselves more (14.5%) than those given a 2-oz spoon. Those given both the big bowl and big spoon gave themselves 56.8% more! The point is, they had no idea they were doing this -- and here's the kicker -- these were nutrition experts! Presumably those of us less savvy would be even worse.