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 influen ce the effectiveness of this form of promotion. Methods. Two levels of coupon discount value (10% off and 75% off) were use d to promote condom purchase among young adults. Coupons were distributed a ccording to a widespread strategy or a more focused in-store disbursement m ethod. Results. Redemption of coupons distributed through the widespread disbursem ent strategy was negligible. In contrast, coupons from the in-store distrib ution method particularly the higher value coupon, resulted in a high redem ption rate. Conclusions. This research provides strong evidence that discount coupons, particularly high-value ones distributed at the purchase location, can be u sed successfully as a condom promotional incentive.