Encouraging use of coupons to stimulate condom purchase.
OBJECTIVE
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.
Dahl
D W
DW
Faculty of Management, University of Manitoba, Winnipeg, Canada.
Gorn
G J
GJ
Weinberg
C B
CB
D000328:Adult; D001955:British Columbia; D003132:Commerce; D017280:Condoms / Q000191:economics*; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D016014:Linear Models; D008297:Male; D012737:Sex Factors; D012749:Sexually Transmitted Diseases / Q000517:prevention & control*