"Research has told us a lot about factors that influence what foods people want to consume, but less is known about factors that influence when they want to consume a particular food again," explained Emily Garbinsky from Stanford University's graduate school of business.
Nearly 130 undergraduates participated in the study wherein they were asked to taste three flavors of crackers before they picked one to eat.
The participants were then supplied with a specific number of their favorite flavor and were asked to spell out the measure of joy they derived after consumption of each cracker.
The findings observed that students who had eaten the larger portion (15 crackers) reported having derived less pleasure at the end than those who had eaten the smaller portion (three crackers).
These findings were identical to "sensory-specific satiety" findings, which reported each bit of food consumed is less enjoyable than the one consumed before it.
"These results suggest that the most recent tastes experienced in the last few bites of a given food drive our decisions about when to eat that food again," Garbinsky noted.
More notably, participants' enjoyment of the last cracker seemed to have an impact on when next they would have an urge to eat the cracker again.
"So, if we take a lot of bites of the same food in succession, our memory for the last bites may interfere with our ability to accurately remember the initial bites of that food," researchers emphasized.
The study was published in the journal Psychological Science.