LAUSR

ABSTRACT Health educators are increasingly publicizing the noxious health effects of sugar-sweetened beverages (SSB). American counties are implementing SSB taxes, as modeled after the ‘success’ of tobacco policies, to address the ‘obesity crisis’. Under-explored is how the linking of SSB to a stigmatized condition, ‘obesity’, has affected attitudes toward the purchasing and consumption of SSB and those individuals who purchase and consume SSB. This study sought to explore individuals’ attitudes and experiences with SSB in rural Michigan. Three themes emerged: Negativity, Egregious beverages and Implicated imbibers. These attitudes were situated within a context of increased exposure to SSB health discourses, particularly among younger participants. Additional themes arose regarding which SSB were labelled especially problematic, who should or should not be drinking SSB, as well as the consequences of drinking SSB. Pop/soda, energy drinks, and diet pop/soda were identified as particularly harmful, albeit for different reasons – sugar, caffeine, and unnatural additives. Many participants reported reacting negatively when they saw children of higher weights drinking SSB, though judgement was reserved for parents. Ultimately, SSB and their consumers appear increasingly stigmatized in ways that carry important equity implications for already marginalized groups.