The effect of proportional pricing on alcohol purchasing in two online experiments.

IF 5.2 1区医学 Q1 PSYCHIATRY

Addiction Pub Date : 2024-12-03 DOI:10.1111/add.16723

Inge Kersbergen, Amber Copeland, Robert Pryce, Petra Meier, Matt Field

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Abstract

Background and aims: Buying smaller-sized alcohol products can reduce alcohol consumption, but larger products have better value for money, which presents a barrier to switching. We tested whether proportional pricing prompts drinkers to buy smaller alcohol products and reduce alcohol purchasing.

Design, setting and participants: This study was an online experiment set in the United Kingdom, using hypothetical shopping tasks in which participants purchased different-sized products presented under proportional pricing (i.e. constant price per litre throughout all sizes of the same product) or standard pricing conditions. Study 1 (comprising n = 210 participants) was a mixed experiment with pricing condition (proportional pricing, standard pricing; within-subjects) and drink type (lager, red wine, vodka; between-subjects) as manipulated factors. Study 2 (comprising n = 90 participants) was a within-subjects experiment with pricing condition (proportional pricing, standard pricing) and multi-pack type (size difference-only, quantity-difference only, size and quantity difference) as manipulated factors. Participants were UK adult alcohol consumers.

Measurements: We measured outcome variables, including alcohol purchasing (UK units) and proportion of alcohol purchased from smaller products.

Findings: Proportional pricing consistently increased the proportion of alcohol purchased from smaller products [study 1: B = 10.82, 95% confidence interval (CI) = 8.72-12.92; study 2: B = 11.64, 95% CI = 3.50-19.77], indicating a switch to smaller products. However, this did not consistently reduce the total amount of alcohol purchased among drink and product types: proportional pricing reduced the total units purchased from lager multi-packs containing more rather than fewer products (B = -2.56, 95% CI = -4.82 to -0.30), but not from other types of lager multi-packs or single lager products. Proportional pricing also reduced vodka purchasing (B = -3.30, 95% CI = -5.21 to -1.40), but the effect of proportional pricing on wine purchasing was moderated by hazardous drinking (B = -0.11, 95% CI = -0.17 to -0.05).

Conclusions: Alcohol sales policies that require proportional pricing may reduce alcohol purchasing.

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两个在线实验中比例定价对酒精购买的影响。

背景和目的：购买小尺寸的酒精产品可以减少酒精消费，但大尺寸的产品更物有所值，这对转换构成了障碍。我们测试了比例定价是否会促使饮酒者购买较小的酒精产品并减少酒精购买。设计、设置和参与者：这项研究是在英国进行的一项在线实验，使用假设的购物任务，参与者在比例定价（即同一产品的所有尺寸的每升价格不变）或标准定价条件下购买不同尺寸的产品。研究1（包括n = 210名参与者）是一个定价条件(比例定价、标准定价；受试者内部)和饮料类型(啤酒、红酒、伏特加；受试者之间)作为操纵因素。研究2（包括n = 90名参与者）是一项以定价条件（比例定价、标准定价）和多包装类型（仅尺寸差异、仅数量差异、尺寸和数量差异）为操纵因素的受试者内实验。参与者是英国成年酒精消费者。测量：我们测量了结果变量，包括酒精购买量（英国单位）和从较小的产品中购买的酒精比例。结果：比例定价持续增加了从较小产品中购买酒精的比例[研究1:B = 10.82, 95%可信区间(CI) = 8.72-12.92；研究2:B = 11.64, 95% CI = 3.50-19.77]，表明转向较小的产品。然而，这并没有持续减少饮料和产品类型之间的酒精购买总量：比例定价减少了含有更多而不是更少产品的多装啤酒的总购买量（B = -2.56, 95% CI = -4.82至-0.30），但其他类型的多装啤酒或单装啤酒的总购买量没有减少。比例定价也减少了伏特加的购买（B = -3.30, 95% CI = -5.21至-1.40），但比例定价对葡萄酒购买的影响被有害饮酒所调节（B = -0.11, 95% CI = -0.17至-0.05）。结论：要求按比例定价的酒类销售政策可能会减少酒类购买。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Addiction 医学-精神病学

CiteScore

10.80

自引率

6.70%

发文量

319

审稿时长

3 months

期刊介绍： Addiction publishes peer-reviewed research reports on pharmacological and behavioural addictions, bringing together research conducted within many different disciplines. Its goal is to serve international and interdisciplinary scientific and clinical communication, to strengthen links between science and policy, and to stimulate and enhance the quality of debate. We seek submissions that are not only technically competent but are also original and contain information or ideas of fresh interest to our international readership. We seek to serve low- and middle-income (LAMI) countries as well as more economically developed countries. Addiction’s scope spans human experimental, epidemiological, social science, historical, clinical and policy research relating to addiction, primarily but not exclusively in the areas of psychoactive substance use and/or gambling. In addition to original research, the journal features editorials, commentaries, reviews, letters, and book reviews.