At the start of the 1960s, Lay's Potato Chips threw a gauntlet down and asked in a new advertising campaign: "Betcha can't eat just one!" This became Lay's best known campaign ad slogan. Sales of its potato chips became international when a number of celebrity endorsers assisted with marketing by using the popular catch phrase, "Betcha can't eat just one!"

It was a clever slogan and had several clever commercials in the 1960s to match. But food experts and fans believed the line resonated so much because it seems to be true. It was and is quite difficult to eat just one chip. When a bag is opened and, before it is known, all the chips in the whole bag have somehow been eaten. This happens even when individuals weren't at all hungry.

Doctors now tell us that the act of eating for pleasure, without hunger and often to excess, is called "hedonic hyperphagia". This is why snacks like potato chips often prove to be so irresistible and the slogan "Betcha can't eat just one!" isn't crazy to hear and believe.

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