Containing big soda: Countering inducements to buy large-size sugary drinks

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Dobson, Paul W., Chakraborty, Ratula and Seaton, Jonathan S. (2017) Containing big soda: Countering inducements to buy large-size sugary drinks. Journal of Business Research, 75. 185–191. ISSN 0148-2963

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Abstract

Health concerns about overconsumption of large portions apply to a wide range of highly calorific foods and drinks. Yet, amongst all products, sugar-sweetened soft drinks and especially sugared soda are the ones which seem to raise the most ire because they contain little or no nutritional value beyond their sugar content and because of the way that vendors encourage excessive consumption by pricing jumbo-size portions to look like bargains while making smaller portions appear overpriced. This paper considers the logic of such extreme value size pricing and reveals why this marketing practice can harm economic welfare beyond public health concerns. The paper shows why policy interventions, including portion cap rules and soda taxes, seeking to reduce portion sizes and curb the consumption of large-size sugary drinks might fail when they do not fully take into account or appreciate the strategic responses that vendors might adopt to retain value size pricing.

Item Type: Article
Uncontrolled Keywords: obesity,portion sizes,pricing,soda tax,sugary drinks,marketing,sdg 3 - good health and well-being ,/dk/atira/pure/subjectarea/asjc/1400/1406
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Responsible Business Regulation Group
Faculty of Social Sciences > Research Centres > Centre for Competition Policy
Faculty of Social Sciences > Research Groups > Marketing
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Depositing User: Pure Connector
Date Deposited: 24 Feb 2017 01:42
Last Modified: 20 Apr 2023 00:24
URI: https://ueaeprints.uea.ac.uk/id/eprint/62685
DOI: 10.1016/j.jbusres.2016.07.017

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