Conjoint Analysis of the Consumer Trade-Off Decisions Associated With a Beverage Tax

Reports indicate a tax is being considered that would increase the price of sweetened beverages so as to lower consumption and, thus, curb obesity. Conjoint analysis is used to test attribute trade-off decisions. Findings suggest legislation that only taxes soda encourages consumers to switch to other calorically-dense beverages, such as sports drinks, but not to healthier alternatives, such as bottled water. And legislation that taxes many sugar-sweetened beverages encourages switches to diet soda, a product linked to significant weight gain. Boundary conditions to such legislation suggest consumers find a tax that makes beverages 1 cent per ounce more expensive palatable.

Presentation Information
Paper Title: Conjoint Analysis of the Consumer Trade-Off Decisions Associated With a Beverage Tax
Conference: American Marketing Association, Marketing and Public Policy Conference (2013)
Author(s): Mikeska, Jessica;  Carlson, Les;  Ball, A. Dwayne
Researcher Information
    
Carlson, Les
Carlson, Les
Professor and Nathan J. Gold Distinguished Professorship
Expertise:
  • Consumer Behavior
  • Consumer Socialization
  • Marketing Communication
  • Services Marketing
Marketing
CoB 345K
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-3156
Fax: (402) 472-9777
lcarlson3@unl.edu
Ball, A. Dwayne
Ball, A. Dwayne
Emeritus
Expertise:
  • Customer Relationship Marketing
  • Database Marketing
  • Market Research
  • Services Marketing
Marketing
CoB 345
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
dball1@unl.edu