I think I've worked on customer facing products enough to know never to assume customer actions and especially not to assume they're rational! Price factors are

I think I've worked on customer facing products enough to know never to assume customer actions and especially not to assume they're rational! Price factors are unimportant to some people and even if it is an important factor, adding a secondary decisions factor, the sugar content, substantially alters the decision being made. This study seems too small to prove a difference but a interesting pointer for more research about how to improve the effectiveness of a sugar tax. I prefer it when policy decisions are evidence based.