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Jeff and  Scott talk with UNC Marketing professor Kristopher Keller about his work on the effect of marketing on soda taxes (joint work with  Jonne Guyt and Rajdeep Grewal). After passing a soda tax, a tax on sugared beverages meant to discourage their consumption, stores can change their marketing of soda. Kristopher, with coauthors, show that stores actually decrease the amount of marketing they do, which contributes to some of the  decline in soda consumption which has been documented to accompany soda taxes. In sum, Kristopher shows that  marketing can affect the measured elasticity of soda consumption with respect to the soda tax rate.

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