EXPRESS: Do Consumers Order More Calories in a Meal with a Diet or Regular Soft Drink? An Empirical Investigation Using Large-Scale Field Data

Diet carbonated soft drinks were introduced to help consumers lower caloric intake. However, critics suggest that these can provide an excuse consume more calories, a so-called “Big Mac and Coke” mentality is consistent with behavioral theories such as moral licensing (e.g., combining healthy eating choice indulgent, less one). Using individual-level food drink consumer panel data from major fast-food restaurant chain, we empirically examine meals regular (CSD) versus diet CSD. Results after controlling for size demographics show generally do not order higher total calories meal CSD; rather, find significant reductions in calorie count, suggesting within single meal, CSDs unwilling stop drinking reduce calories. So, despite popular beliefs the contrary, policy makers consider diet-CSD availability “calorie-reduction” strategy consumption meal.