You're familiar with this, if I had a jar of acetone or some kind of a volatile liquid, let's say I have perfume.

举个常见的例子,假如你有一瓶丙酮或者其它挥发性液体,就说香水吧

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Finally, he looks up and says how much for a beer?

最后，他抬起头说，一瓶啤酒多少钱？

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You didn't go and have another one, or another one, or another one, and now the default is a twenty-ounce bottle, so you get a sense of how those sorts of things have changed.

而不能再喝另一瓶了,根本不能一瓶接一瓶的喝,但现在的包装都是二十盎司一瓶,这种改变由此可见一斑

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When I was a boy the eight ounce Coke was the default serving, and when I was a child when it was time to have a Coke or a Pepsi you had eight ounces and the event was over.

当我还是个小男孩的时候,可口可乐,或是百事可乐都是八盎司装的,而且最多就只能喝一瓶

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Of course you guys are savvy enough to know this, but a lot of people get fooled because many people believe that a serving is what's ever in a bag, or a bottle, or a box, and they don't look and see how many servings are actually in it.

大家很聪明,当然看得懂,但还是很多人搞不清它的含义,因为很多人认为所谓一份食物就是指,一包,一瓶或一盒内的食物总量,而没看清整个包装内实际上有几份食物

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But now if you have a twenty-ounce bottle, your cue for when the drinking event ends is completely different than when I was a child, and its two and a half times different then when I was child, and so people have become calibrated to what difference sizes are.

但现在如果你喝了一瓶二十盎司可乐,会觉得现在的饮用量,和我小时候已经完全不同了,是我小时候的2.5倍,人们已经校正了其中差异的大小

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And I was out there and the only place you could really get water, except for a few drinking fountains, were from the Evian booths and it talks on-- sand o three fifty for a bottle of water, which is pretty typical of these places, but what was interesting was the fact that this is shipped in from France.

我也去看了,除了几个饮水机之外,唯一可以喝到水的地方,就是依云矿泉水的摊位,而它的一瓶水要3.5美元,这种地方通常都是这个价,但有意思的是,这是由法国进口的

耶鲁公开课 - 关于食物的心理学、生物学和政治学课程节选