Press Release – Flinders University What keeps consumers hooked on high sugar soft drink? Advertising, of course. But why are some consumers more adept at ignoring these cues than others? A new study from Flinders University, published in Appetite , has found participants with an … What keeps consumers hooked on high sugar soft drink? Advertising, of course. But why are some consumers more adept at ignoring these cues than others? A new study from Flinders University, published in Appetite, has found participants with an automatic bias towards soft drinks – or difficulty resisting sweet drinks compared to non-sweetened control beverages (e.g., water) – are more responsive to the advertisements than those without these tendencies.