Tags: limiting | soda | buy | more

Study: Limiting Soda Size Causes People to Buy More

Thursday, 11 Apr 2013 11:28 PM

By Matthew Auerbach

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New York Mayor Michael R. Bloomberg’s belief that the banning of large-sized sodas will reduce obesity may fall flat in the light of a recent study released by the University of California at San Diego, the Washington Times reports.

A group of researchers found that people are more inclined to buy more soda when it’s sold in single servings than when it’s in one large container.

“In a behavioral simulation, participants were offered varying food and drink menus,” the study states.

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“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 psychologists discovered that consumers bought a larger amount of soda with bundles than with varying-sized drinks.

Buying in bundles was better for business, as well.

“Our research suggests that businesses have a strong incentive to offer bundles of soda when drink size is limited,” the study said.

“Restricting larger-sized drinks may have the unintended consequence of increasing soda consumption rather than decreasing it.”

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