In an experiment published in 1998, people valued 7 ounces of ice cream more highly than 8 when each serving was judged separately — the smaller portion overflowed a 5-ounce cup, while the larger serving of the same ice cream sat below the rim of a 10-ounce cup.
An overflowing small cup attracted a higher stated valuation than a larger underfilled serving when judged alone. Direct comparison reversed the result, and later research tested its limits.