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

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 typ

SUBMITTER: Kersbergen I 

PROVIDER: S-EPMC11986287 | biostudies-literature | 2025 May

REPOSITORIES: biostudies-literature