Regulating the Way to Obesity: Unintended Consequences of Limiting Sugary Drink Sizes

Brent M Wilson, Stephanie Stolarz-Fantino and Edmund Fantino

PLOS ONE, 2013, vol. 8, issue 4, 1-4

Abstract: Objectives: We examined whether a sugary drink limit would still be effective if larger-sized drinks were converted into bundles of smaller-sized drinks. Methods: In a behavioral simulation, participants were offered varying food and drink menus. One menu offered 16 oz, 24 oz, or 32 oz drinks for sale. A second menu offered 16 oz drinks, a bundle of two 12 oz drinks, or a bundle of two 16 oz drinks. A third menu offered only 16 oz drinks for sale. The method involved repeated elicitation of choices, and the instructions did not mention a limit on drink size. Results: Participants bought significantly more ounces of soda with bundles than with varying-sized drinks. Total business revenue was also higher when bundles rather than only small-sized drinks were sold. Conclusions: Our research suggests that businesses have a strong incentive to offer bundles of soda when drink size is limited. Restricting larger-sized drinks may have the unintended consequence of increasing soda consumption rather than decreasing it.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0061081

DOI: 10.1371/journal.pone.0061081

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