A pilot study evaluating the consequences of banning chocolate milk in school cafeterias found that the policy resulted in a decline in total daily milk sales of 9.9%. In addition, the study conducted in 11 Oregon elementary schools found that while more white milk was sold, 29.4% of it was thrown away. In addition, eliminating chocolate milk was also associated with 6.8% fewer students eating school lunches, the authors report, and although other factors were also involved, this is consistent with the notion of psychological reactance, they conclude.