Choosing a beverage: comparison of preferences and beliefs related to the reported consumption of regular vs. diet sodas

In a survey conducted among American females (N = 100, mean age = 20.8 years), consumption of regular and diet sodas and related beliefs and concerns were measured. Based on reported frequencies of consumption, 30 could be classified as users of regular and 44 as users of diet sodas, while 20 subjects did not use either. Both user groups reported liking for their "own" sodas and dislike for the "other" sodas, and non-users did not like either. Beliefs best differentiating among the three groups were: (1) superiority of taste of their "own" sodas, (2) perceived efficiency to quench thirst, and (3) perceived compatibility with other menu items. Users of diet sodas and the non-users were more concerned about weight-related issues than users of regular sodas, who had less concerned attitudes. The users of regular sodas also reported a significantly higher frequency of consumption of several foods high in sugar, fat and/or sodium. Thus, the selection of one's principal soda is not only a choice between two beverages but may be an indication of a particular consumption style and reflect a whole set of attitudes towards one's own body.