1Division of Health Policy and Management,University of Minnesota School of Public Health,420 Delaware Street SE,MMC 729,Minneapolis 55455,MN,USA.
2Department of Applied Economics,University of Minnesota,St. Paul,MN,USA.
Public Health Nutr. 2018 Sep;21(13):2518-2522. doi: 10.1017/S1368980018001143. Epub 2018 May 15.
Reducing sugar-sweetened beverage consumption is a public health priority, yet finding an effective and acceptable policy intervention is challenging. One strategy is to use proportional pricing (a consistent price per fluid ounce) instead of the typical value-priced approach where large beverages offer better value. The purpose of the present study was to evaluate whether proportional pricing affects the purchasing of fountain beverages at a university cinema concession stand.
Four price strategies for beverages were evaluated over ten weekends of film screenings. We manipulated two factors: the price structure (value pricing v. proportional pricing) and the provision of information about the price per fluid ounce (labels v. no labels). The key outcomes were the number and size of beverages purchased. We analysed data using regression analyses, with standard errors clustered by film and controlling for the day and time of purchase.
A university cinema concession stand in Minnesota, USA, in spring 2015.
University students.
Over the study period (360 beverages purchased) there were no significant effects of the proportional pricing treatment. Pairing a label with the standard value pricing increased the likelihood of purchasing large drinks but the label did not affect purchasing when paired with proportional pricing.
Proportional prices did not significantly affect the size of beverages purchased by students at a university cinema, but adding a price-per-ounce label increased large drink purchases when drinks were value-priced. More work is needed to address whether pricing and labelling strategies might promote healthier beverage purchases.
减少含糖饮料的消费是公共卫生的重点，但寻找有效的和可接受的政策干预是具有挑战性的。一种策略是使用比例定价（每液体盎司的价格一致），而不是典型的按价值定价的方法，即大包装饮料更具性价比。本研究的目的是评估比例定价是否会影响大学电影院小卖部的喷泉饮料购买量。
在十周的电影放映期间评估了四种饮料的价格策略。我们操纵了两个因素：价格结构（按价值定价与按比例定价）和提供每液体盎司价格信息（标签与无标签）。主要结果是购买饮料的数量和大小。我们使用回归分析对数据进行分析，标准误差按电影聚类，并控制购买的日期和时间。
美国明尼苏达州一所大学的电影院小卖部，2015 年春季。
大学生。
在研究期间（购买了 360 种饮料），比例定价处理没有显著影响。将标签与标准价值定价相结合增加了购买大饮料的可能性，但当与比例定价相结合时，标签不会影响购买。
比例定价并没有显著影响大学生在大学电影院购买饮料的大小，但当饮料按价值定价时，增加每盎司价格标签会增加大饮料的购买量。需要进一步研究定价和标签策略是否可以促进更健康的饮料购买。
