title: Public support for a sugar-sweetened beverage tax and pro-tax messages in a Mid-Atlantic US state.
abstract: OBJECTIVE
  To examine the characteristics of supporters and opponents of a sugar-sweetened beverage (SSB) tax and to identify pro-tax messages that resonate with the public.
  
  
  METHODS
  A survey was administered by telephone in February 2013 to assess public opinion about a penny-per-ounce tax on SSB. Support was also examined for SSB consumption reduction and pro-tax messages. Individual characteristics including sociodemographics, political affiliation, SSB consumption behaviours and beliefs were explored as predictors of support using logistic regression.
  
  
  METHODS
  A representative sample of voters was recruited from a Mid-Atlantic US state.
  
  
  METHODS
  The sample included 1000 registered voters.
  
  
  RESULTS
  Findings indicate considerable support (50 %) for an SSB tax. Support was stronger among Democrats, those who believe SSB are a major cause of childhood obesity and those who believe childhood obesity warrants a societal intervention. Belief that a tax would be effective in lowering obesity rates was associated with support for the tax and pro-tax messages. Respondents reporting that a health-care provider had recommended they lose weight were less convinced by pro-tax messages. Women, Independents and those concerned about childhood obesity were more convinced by the SSB reduction messages. Overall, the most popular messages focused on the importance of reducing consumption among children without mentioning the tax.
  
  
  CONCLUSIONS
  Understanding who supports and opposes SSB tax measures can assist advocates in developing strategies to maximize support for this type of intervention. Messages that focus on the effect of consumption on children may be useful in framing the discussion around SSB tax proposals.
authors.affiliation: 1Department of Health,Behavior & Society,Johns Hopkins Bloomberg School of Public Health,615 N. Wolfe Street,Baltimore,MD 21205,USA.
authors.forename: Elisabeth A
authors.initials: EA
authors.lastname: Donaldson
authors.affiliation: 1Department of Health,Behavior & Society,Johns Hopkins Bloomberg School of Public Health,615 N. Wolfe Street,Baltimore,MD 21205,USA.
authors.forename: Joanna E
authors.initials: JE
authors.lastname: Cohen
authors.affiliation: 3Department of Health Policy & Management,Johns Hopkins Bloomberg School of Public Health,Baltimore,MD,USA.
authors.forename: Lainie
authors.initials: L
authors.lastname: Rutkow
authors.affiliation: 1Department of Health,Behavior & Society,Johns Hopkins Bloomberg School of Public Health,615 N. Wolfe Street,Baltimore,MD 21205,USA.
authors.forename: Andrea C
authors.initials: AC
authors.lastname: Villanti
authors.affiliation: 5Department of Environmental Health Sciences,Johns Hopkins Bloomberg School of Public Health,Baltimore,MD,USA.
authors.forename: Norma F
authors.initials: NF
authors.lastname: Kanarek
authors.affiliation: 3Department of Health Policy & Management,Johns Hopkins Bloomberg School of Public Health,Baltimore,MD,USA.
authors.forename: Colleen L
authors.initials: CL
authors.lastname: Barry
mesh_terms: D000293:Adolescent; D000328:Adult; D001628:Beverages / Q000032:analysis / Q000191:economics*; D001835:Body Weight; D002241:Carbohydrates / Q000008:administration & dosage / Q000032:analysis / Q000191:economics; D005260:Female; D006801:Humans; D016015:Logistic Models; D008297:Male; D008873:Mid-Atlantic Region; D015999:Multivariate Analysis; D063766:Pediatric Obesity / Q000191:economics / Q000517:prevention & control; D010865:Pilot Projects; D011057:Politics; D011639:Public Opinion; D011795:Surveys and Questionnaires; D013660:Taxes / Q000191:economics*; D055815:Young Adult
chemical_list: D002241:Carbohydrates
keywords: Carbonated beverages; Health policy; Nutrition policy; Obesity; Paediatric obesity