OVO

Unit bias is the preference for a particular amount of food. It is as if the food contains a value not only of color, nutrition, taste and the like but also of ‘amount.’ Candy above a certain size is desirable because it is novel, because it is extra large. Candy below a certain size is eaten several at a time, to equal one ‘optimal’ unit of candy. People have been shown to consume a larger weight of candy if the individual units of candy are larger. That is, people seem to have a sense of how many pieces of candy are ‘right’ and that unit bias is stronger determinant of how much is eaten than the actual amount by weight of candy [1]. The same behavior is seen in food and drink. People are more willing to consume one larger unit of food or drink than two smaller units of food or drink, irregardless of whether one or two units weigh more [2]. The urge to complete sets or to collect is likely related to unit bias. Unit bias is an example of the tendency to confuse what can be done with what should be done.

The Apple ipod Classic can hold 40,000 songs [3]. Because this device can hold 40,000 songs, I predict some people are filling them up with songs they have no intention of listening to. Because it can hold that much, it is made to hold that much. Walmart sells legal mp3s for US$.88 [4]. To conform to unit bias and fill an Apple ipod Classic would cost no less than US$35,200. This is an unlikely expense for most people. Thus, unit bias is a possible stressor for media piracy. People with a sense of unit bias need to fill their ipods but the means to do so legally are not as readily available as the means to do so illegally.

- Trevor Blake www.ovo127.com