31 Jan 2020 --- The British Soft Drinks Association (BDSA) has hit back at a recent report, which questioned the dangers of excessive energy drink consumption and examined the psychology behind marketing in the space. Published in PLOS One, the Australian study found that for regular energy drink consumers, energy drink cues easily capture their attention (attentional bias) and creates a tendency for consumers to approach (approach bias). While it was found that these biases can be reduced through repetitive tasks to create cognitive bias modification, this did not reduce energy drink consumption in the laboratory.
