"All of a sudden it's not pushback, " said Mr. Wansink, who directs Cornell's Food and Brand Lab.

WSJ: Sugary Drink Ban Stirs Up New York

Brian Wansink, director of Cornell University's Food and Brand Lab, studies how size and packaging affect consumption.

WSJ: Overeating: The Psychology of Small Packages

The next year Du decided to set up a brand-new research lab in Shanghai, which has a good supply of disciplined scientists and is cosmopolitan enough to lure back other Chinese scientists from U.S. drug firms.

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