The nature of the current evidence-base can be cha- racterized as follows. First, there is a body of evidence available on the effects of sales promotions on food pur- chasing and “consumption”, but it comes largely from the econometric modeling literature.There levant studies estimate the effects of sales promotions on what is termed “category demand”, “category expansion”, or “category consumption” using sales data (often scanner data) as a proxy for consumption.The term“consumption” in this economic literature means food purchases, or some form of analysis of sales data, rather than actual dietary intake. It is thus limited since it does not measure if the food is actually consumed (it may be wasted, for example),or who actually consumes the food.Nor does it provide information on how sales promotions affect dietary precursors such as food preferences,requests,and beliefs (measures that are found in the literature on the effects of advertising).