STUDY | 
Health
 BEHAVIOR CHANGE

The impact of price discounts and calorie messaging on beverage consumption.

Jue et al. (2012)
Summary by 
Mark Egan

The authors examine the efficacy of shifting consumers towards zero calorie beverages. Three sites in the U.S. received 5 interventions in the period Oct 2009-May 2010; (1) a 10% discount on zero-calorie beverages, (2) the 10% discount + discount messaging, (3) messaging comparing calorie information of sugar beverages with zero-calorie alternatives, (4) messaging comparing exercise equivalent information and (5) messaging comparing both calorie and exercise equivalent information. The main outcome measure was daily sales of zero-cal and sugared beverages.Results failed to demonstrate a consistent effect across interventions. Treatments (2) and (3) had statistically significant effects: the former saw an increase in purchases of zero-cal beverages, the latter saw an increase in sugarbeverage sales.