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.
Original language | English |
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Pages (from-to) | 1866-1869 |
Number of pages | 4 |
Journal | American Journal of Public Health |
Volume | 89 |
Issue number | 12 |
DOIs | |
Publication status | Published - 1 Jan 1999 |
ASJC Scopus subject areas
- Public Health, Environmental and Occupational Health