Bloomberg’s soda ban is not going to work. Even Brian Wansink and David Just, the authors of one of the studies that the rationale for the ban is based on, say that it will backfire. According to the Wansink and Just, Bloomberg ignored a key part of the study.(The study demonstrates that the bigger the portion size, the more people eat.) In the study, people were given foods in gatherings where they were not likely to pay attention to portion sizes. But Bloomberg’s ban will take away people’s right to choose the size they want, which Wansink and Just believe won’t work to curb soda consumption.