I have been buying and eating yogurt since I was a teenager Back then, I would purchase yogurt in single serving containers. I'd have one for breakfast, or carry one to school for a snack, and sometimes pick up one or two for snacks or dessert. I never really thought about the practice over the years, but I was at the grocery store the other day looking at the yogurt, and it occurred to me that it was silly to buy single serving containers when it's so much more economical to purchase the large containers, and simply dish up the amount that I wanted. I think in a way, I was subconsciously using single serving containers as a means of portion control, but when I stood there and calculated how much money I've wasted on the single serving cartons of yogurt, I felt really stupid. I would never purchase other items such as ice cream or milk in this way, but I think it had a lot to do with how yogurt has been marketed over the years. I like to think that I'm pretty savvy about advertising and its effects on individual purchasing decisions, but obviously I still have a lot to learn.