According to David Just, food marketing and economics expert and professor in the Dyson School, the recent decision by New York’s Court of Appeals to not reinstate laws limiting the size of sodas sold in New York City was not only the popular decision, it was the right one.
“It is amusing how much effort the city has put into a policy that could at most reduce calorie consumption by one half of one percent,“ said Just. He pointed out that while the policy was aimed only at reducing soda consumption at public venues like fast food restaurants or movie theaters, the vast majority of soda calories are consumed by habitual drinkers at home or at work.
“From the beginning this policy was based on a flawed understanding of behavioral science,” said Just. “People consume less when served less. This is true. But the opposite tends to happen when they are served less against their will. Then they seek out the opportunity to buy two sodas instead of one – or they overcompensate by drinking more when they get home or ordering dessert items.”
