Why We Like Mini-Treats

Fred R. Conrad/The New York Times

Brian Wansink, Professor and psychology researcher at Cornell, recently commented on an article in the New York Times about why we're so obsessed with mini-desserts: mini-cupcakes, cannolis, macaroons, and the like, positing that “Smaller treats give people license to eat it all, which is a very powerful thing,” he said. “Psychologically, it’s exciting and comforting.” Basically, we're more satisfied by eating something miniature and unhealthy, than less energy dense and healthier, not to mention we don't feel as guilty about it (even if we eat 5).

Full disclosure: it's Halloween time and my eyes widen whenever I see those little Snickers or the mini Reeses peanut-butter cups. The same craving does not bestow itself upon me when I see the normal sized candy bars checking out at Duane Reade. Plus they're cute, and you can lose track of how many you eat, it was probably about 3, right? Yup.

My critique: mini-cupcakes. I'm so over this fad. It's just CAKE. That's all. But now I get it. All of those people whose brains have convinced themselves they don't eat cake get a free pass when it comes to cupcakes. 

I'm rooting for the macaroon market.