Things don’t always go better with Coke. This project aims to test whether soft drink use is governed partly by automatic processes (cognitive biases) that operate largely outside of conscious control. In so doing, the project expects to generate a new conceptual understanding of the mechanisms that drive the overconsumption of soft drinks. Expected outcomes include theoretical innovation, new research methodologies, and accessible cost-effective technologies for reducing excessive sugar intake ....Things don’t always go better with Coke. This project aims to test whether soft drink use is governed partly by automatic processes (cognitive biases) that operate largely outside of conscious control. In so doing, the project expects to generate a new conceptual understanding of the mechanisms that drive the overconsumption of soft drinks. Expected outcomes include theoretical innovation, new research methodologies, and accessible cost-effective technologies for reducing excessive sugar intake from soft drinks, in line with recent World Health Organization guidelines. These outcomes will contribute to combatting obesity and tooth decay.Read moreRead less