Science Daily reports that the elimination of smaller drink sizes at fast-food restaurants and in stores is helping trick consumers into drinking more. A new study by researchers at Duke University, published in the Journal of Consumer Research, shows that consumers tend to avoid the largest and smallest portion sizes, opting for ‘moderation’ in the middle road. But with fast food restaurants taking out smaller drink sizes and adding jumbo ones to help boost profits, this means soda-loving customers are consuming even more soda than before. Science Daily reports:

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