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Sugar sweetened soft drinks play an important role in obesity and world wide brands, such as Coca Cola, spend considerable resources on branding and advertising. As a result, their soft drinks tend to be up to 2.5 times more expensive than store brand cola drinks. We investigated the effect that the taste and the label has on the liking of cola drinks by school children. Taste did not have any significant effect and there was a significant interaction effect between the label and the taste. The children preferred cola drinks with their correct labels. A familiar brand with a familiar taste is liked more and the Coca-Cola company with its large advertising campaign and market share take advantage of this effect.
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