Encouraging use of coupons to stimulate condom purchase.

Abstract:

OBJECTIVES:This study examined the feasibility of using high-value coupons to induce condom purchase and evaluated execution factors that can influence the effectiveness of this form of promotion. METHODS:Two levels of coupon discount value (10% off and 75% off) were used to promote condom purchase among young adults. Coupons were distributed according to a widespread strategy or a more focused in-store disbursement method. RESULTS:Redemption of coupons distributed through the widespread disbursement strategy was negligible. In contrast, coupons from the in-store distribution method, particularly the higher value coupon, resulted in a high redemption rate. CONCLUSIONS:This research provides strong evidence that discount coupons, particularly high-value ones distributed at the purchase location, can be used successfully as a condom promotional incentive.

journal_name

Am J Public Health

authors

Dahl DW,Gorn GJ,Weinberg CB

doi

10.2105/ajph.89.12.1866

subject

Has Abstract

pub_date

1999-12-01 00:00:00

pages

1866-9

issue

12

eissn

0090-0036

issn

1541-0048

journal_volume

89

pub_type

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