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The impact of price discounts and calorie messaging on beverage consumption: A multi-site field study.
MedLine Citation:
PMID:  23073558     Owner:  NLM     Status:  Publisher    
Abstract/OtherAbstract:
OBJECTIVES: To examine the efficacy of alternative approaches for shifting consumers toward zero calorie beverages. We examined the effect of price discounts and novel presentations of calorie information on sales of beverages. METHODS: This prospective interrupted time-series quasi-experiment included three sites in Philadelphia, PA, Evanston, IL, and Detroit, MI. Each site received five interventions: (1) a 10% price discount on zero-calorie beverages; (2) the 10% discount plus discount messaging; (3) messaging comparing calorie information of sugared beverages with zero-calorie beverages; (4) messaging comparing exercise equivalent information; and (5) messaging comparing both calorie and exercise equivalent information. The main outcome was daily sales of bottled zero-calorie and sugared beverages. Data was collected from October 2009 until May 2010 and analyzed from May 2010 until May 2011. RESULTS: The overall analysis failed to demonstrate a consistent effect across all internventions. Two treatments had statistically significant effects: the discount plus discount messaging, with an increase in purchases of zero calorie beverages; and the calorie messaging intervention, with an increase in purchases of sugar-sweetened beverages. Individual site analysis results were similar. CONCLUSIONS: The effects of price discounts and calorie messaging in different forms on beverage purchases were inconsistent and frequently small.
Authors:
J Jane S Jue; Matthew J Press; Daniel McDonald; Kevin Volpp; David A Asch; Nandita Mitra; Anthony C Stanowski; George Loewenstein
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Publication Detail:
Type:  JOURNAL ARTICLE     Date:  2012-10-13
Journal Detail:
Title:  Preventive medicine     Volume:  -     ISSN:  1096-0260     ISO Abbreviation:  Prev Med     Publication Date:  2012 Oct 
Date Detail:
Created Date:  2012-10-17     Completed Date:  -     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  0322116     Medline TA:  Prev Med     Country:  -    
Other Details:
Languages:  ENG     Pagination:  -     Citation Subset:  -    
Copyright Information:
Copyright © 2012. Published by Elsevier Inc.
Affiliation:
Department of Veterans Affairs and the Leonard Davis Institute of Health Economics Center for Health Incentives and Behavioral Economics, 1301 Blockley Hall, 423 Guardian Drive, University of Pennsylvania, Philadelphia, PA 19104 USA. Electronic address: jjue@ecri.org.
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