A Cambridge University study concludes that the size of a wine glass has a considerable influence on the consumption in the on-trade. Bars and restaurants that used larger wine glasses saw their consumption rate grow by +9% even though the volume of wine served in the bigger and the smaller glasses was identical (175ml). The study concludes that consumers feel larger glasses contained less wine. This false perception motivates them to order a second glass of wine. Similar studies on other products and drinks come to the same conclusion.