Encouraging use of coupons to stimulate condom purchase

D.W. Dahl, G.J. Gorn and C.B. Weinberg

American Journal of Public Health, 1999, vol. 89, issue 12, 1866-1869

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 wide spread 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.

Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:aph:ajpbhl:1999:89:12:1866-1869_8

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