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Encouraging use of coupons to stimulate condom purchase

Author

Listed:
  • Dahl, D.W.
  • Gorn, G.J.
  • Weinberg, C.B.

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.

Suggested Citation

  • Dahl, D.W. & Gorn, G.J. & Weinberg, C.B., 1999. "Encouraging use of coupons to stimulate condom purchase," American Journal of Public Health, American Public Health Association, vol. 89(12), pages 1866-1869.
    • Handle: RePEc:aph:ajpbhl:1999:89:12:1866-1869_8
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    Cited by:

    1. Ivy E.D. Schultz & Michelle H. Kovacs & Dirk P. Janssen, 2016. "The perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1254387-125, December.

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