How preferences for volume-based promotions differ between at-risk and non-problem female drinkers

Title
How preferences for volume-based promotions differ between at-risk and non-problem female drinkers
Publication Date
2017
Author(s)
Trawley, Steven L
Bhullar, Navjot
( author )
OrcID: https://orcid.org/0000-0002-1616-6094
Email: nbhulla2@une.edu.au
UNE Id une-id:nbhulla2
Jones, Sandra C
Type of document
Journal Article
Language
en
Entity Type
Publication
Publisher
Elsevier BV
Place of publication
Netherlands
DOI
10.1016/j.drugpo.2017.05.004
UNE publication id
une:21441
Abstract
Background: Previous work has indicated that volume-based promotions encourage greater alcohol consumption. We report on a novel experimental approach that examined whether volume-based promotions, such as "Buy 1 Get 1 Free", were selected more frequently than a simple 50% price discount among a sample of young adults who were differentiated by their levels of alcohol use. Methods: 90 female university students took part in an online survey where they were asked to select either a volume- or price-based deal for alcohol or non-alcohol products. All participants were grouped as either non-problem drinkers or at-risk drinkers based on their response to the Alcohol Use Disorders Identification Test (AUDIT). For both product types, all decisions were collapsed into a simple binary outcome variable that indicated whether they preferred volume-based products or not. Chi-squared tests and logistic regression were run to assess the differences in preference for volume-based promotions between the two alcohol groups, for both alcohol and non-alcohol products. Results: Participants who were identified for at-risk drinking were significantly more likely to express a preference for volume-based alcohol offers than non-problem drinkers. In contrast, no significant difference was observed for non-alcohol products. Conclusion: This result provides the first insight on the possible differential preference for volume-based alcohol promotions between non-problem and at-risk drinkers. This work, and future studies will contribute to the development of policies regarding the regulation of promotions that are likely to have a greater appeal to at-risk drinkers.
Link
Citation
International Journal of Drug Policy, v.45, p. 42-45
ISSN
1873-4758
0955-3959
Start page
42
End page
45

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