Encouraging use of coupons to stimulate condom purchase.

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 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.

The impact of embarrassment on condom purchase behaviour.

PIP: A survey on the impact of embarrassment on condom purchase behavior was conducted among 130 individuals. The survey sample (93 males, 37 females) were recruited at the University of British Columbia. The primary independent variable of interest was the embarrassment of the respondents when purchasing condoms. The background variables were also considered which included the assessments of sexual behavior, gender, age, and residency status. A 4-point scale was used to measure the intensity of embarrassment and a 5-category scale was used to determine the frequency of condom purchase. The results for purchase embarrassment indicate that 41% of females and 34% of males expressed no embarrassment when making a condom purchase. Gender, age, number of sexual partners in the past year, and residency status were not significantly correlated with purchase embarrassment. 62% of males vs. 40% of females purchased at least once every 6 months. In summary, young people feel embarrassed about purchasing condoms, thus affecting their purchase behavior. The people who reported being more embarrassed purchasing condoms did so less often and purchased fewer condoms per visit. Subjects also tended to purchase from vending machines when possible in lieu of from store clerks or pharmacists.^ieng

An experiment in designing effective warning labels.

This paper proposes a model for the design of effective warning labels concerning drinking and driving. One important aspect of the model is that producing a multiplicity of warning labels should result in a higher probability that at least a few of the warning labels will be of high quality and effectiveness. Secondly, greater similarity between the warning label designer and the intended target group should enhance the effectiveness of the warning label. In the present study, 49 warning labels were created by university undergraduates, and the effectiveness of these warning labels was assessed by a group of university students (target group members). A number of labels were judged as being effective, and more effective than the government warning label. Extending the notion of being close to the target group, warning labels designed by male and female university students for university students of the same sex were judged as more effective than warning labels designed for the opposite sex.