在两项在线实验中,比例定价对酒精购买的影响
Inge Kersbergen1, Amber Copeland2, Robert Pryce1
1School of Medicine and Population Health, University of Sheffield, UK.
Addiction (Abingdon, England)
|December 3, 2024
概括
比例定价鼓励购买较小的酒精产品,但并不总是减少整体消费. 这种定价策略可能有助于通过政策变化减少购买酒精.
科学领域:
- 公共卫生 公共卫生
- 行为经济学是一种行为经济学.
- 酒精政策 酒精政策
背景情况:
- 较大的酒精产品提供更好的价值,为购买较小尺寸的酒精产品创造了障碍,并可能减少消费.
- 这项研究调查了比例定价是否可以通过使较小的酒精产品更具吸引力来克服这一障碍.
研究的目的:
- 测试比例定价是否会促使消费者购买较小的酒精产品.
- 确定比例定价是否会导致整体酒精购买量减少.
主要方法:
- 一个在英国与成年酒精消费者进行的在线实验.
- 参与者在比例或标准定价条件下完成了假设的购物任务.
- 两项研究研究了不同的饮料类型 (lager,葡萄酒,伏特加) 和多个包装配置.
主要成果:
- 按比例定价一直增加了从较小的产品购买的酒精比例.
- 它没有在所有产品类型中持续减少购买的总酒精单位.
- 对于特定的酒多包装和伏特加,人们观察到购买量的减少,对葡萄酒的影响因危险的饮用水平而受到缓解.
结论:
- 相对的定价实际上将购买转向较小的酒精产品.
- 要求比例定价的酒精销售政策显示了减少整体酒精消费的潜力.
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