Encouraging use of coupons to stimulate condom purchase

Darren W. Dahl, Gerald Gorn, Charles B. Weinberg

Research output: Journal article publicationJournal articleAcademic researchpeer-review

8 Citations (Scopus)

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 languageEnglish
Pages (from-to)1866-1869
Number of pages4
JournalAmerican Journal of Public Health
Volume89
Issue number12
DOIs
Publication statusPublished - 1 Jan 1999

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health

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