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.
Get CPE for listening to Tax Chats! Free CPE courses are available approximately one week after episodes are published. Visit https://earmarkcpe.com/ to download the free app. Go to the Tax Chats channel, register for the course, take a short quiz, and earn your CPE certificate.