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.