IDEAS home Printed from
   My bibliography  Save this paper

Are you are what you eat? Overweight Status and Soft Drink Choices


  • Huang, Rui
  • Lopez, Rigoberto A.


The rising obesity during the past three decades poses a severe public health challenge and spurred enormous research interests. This paper contributes to the growing literature on how obesity spreads by empirically investigating whether social norms affect soft drink consumption choices. Combining market level soft drink scanner data and survey data with consumer level characteristics, we employ reduced form regressions to test whether social norms of body weight affects per capita consumption of total or caloric soft drink consumption, on a market level. We also utilize a random-coefficient logit model to examine whether social norms of body weight affect consumer choices on a brand level. Our results from the market level analyses support that a heavier socially normal body weight leads to more average total consumption of soft drink and caloric intake from soft drink, suggesting a social multiplier effect. The results from the brand level choices are less clear at this point.

Suggested Citation

  • Huang, Rui & Lopez, Rigoberto A., 2009. "Are you are what you eat? Overweight Status and Soft Drink Choices," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49480, Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:aaea09:49480

    Download full text from publisher

    File URL:
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Kevin J. Fox & Daniel Melser, 2014. "Non-Linear Pricing and Price Indexes: Evidence and Implications from Scanner Data," Review of Income and Wealth, International Association for Research in Income and Wealth, vol. 60(2), pages 261-278, June.

    More about this item


    social norm; body weight; food choices; Agribusiness; Agricultural and Food Policy; Health Economics and Policy;

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:aaea09:49480. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.