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. 2013 Apr 10;8(4):e61081.
doi: 10.1371/journal.pone.0061081. Print 2013.

Regulating the way to obesity: unintended consequences of limiting sugary drink sizes

Brent M Wilson  1 , Stephanie Stolarz-Fantino, Edmund Fantino
Affiliations

Regulating the way to obesity: unintended consequences of limiting sugary drink sizes

Brent M Wilson et al. PLoS One. .

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.

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Conflict of interest statement

Competing Interests: The authors have declared that no competing interests exist.

Figures

Figure 1
Figure 1. Average amount of soda purchased by each participant in the three conditions.
Error bars represent standard error.
Figure 2
Figure 2. Average revenue from each participant in the three conditions.
Error bars represent standard error.
See this image and copyright information in PMC

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