Soda Consumption and Taxation as a Test of Self-Interested Voting Behavior

Brock, C. and Kelly, K. J. (2017), Pennies for Pounds: Soda Consumption and Taxation as a Test of Self-Interested Voting Behavior. World Medical & Health Policy, 9: 418–434. doi:10.1002/wmh3.249

Abstract: Utilizing 2014 Texas Lyceum Poll data, we determine whether voters would support instating a soda tax in Texas. We use self-reported statements of political ideology, perceptions of public health, and soda consumption to examine what happens when voters face conflict between ideological preferences and consumption habits. We expect that liberals who do not drink large quantities of soda will support a soda tax in keeping with the liberal philosophy of supporting government involvement in public health; however, for liberals who more frequently drink soda, we expect they will be less likely to support a soda tax because it conflicts with their financial self-interest. We find evidence in support of these expectations. We also find that conservatives who view public health as poor are more likely to think sociotropically and to support a soda tax. These results suggest that soda-tax advocates should prime public health considerations to garner public support.