The Bigger Isn`t the Better

Around the corner from my apartment in Japan there was a vending machine that sold cans of cola in three different sizes all for the same price. As an American who tends to think that bigger always means better, I couldn’t even imagine the person who might choose anything other than the largest of the three.

In the afternoon, while walking with my Japanese friend we stopped at a vending machine. As usual, I chose the largest can of cola. My friend, on the other hand, decided to buy the smallest. When I asked her why she didn’t buy the largest can, she responded, "I’m not that thirsty." "But it’s the same price." I protested, "You’re wasting your money." She thought about that for a minute and said, "Would it be better if I wasted the cola instead?" My friend had shown me that the Japanese often tend not to think of things in terms of quantity, but rather efficiency.

Taken from JET Reflections, JET Language book.

In most cases, the smaller bottle drinks are 250ml/120 yen and the 500ml/140 yen. They also call plastic drink bottles in Japan "pet bottles." Don’t know why.

If we follow the efficiency idea, the price should reflect the size to encourage efficiency. Therefore, the minimal price differences must encourage you to buy the larger ones! Who can resist?