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Biomedical subjects

G J Gorn

Publications and source records attributed to G J Gorn.

5 recordsLinked to original sources
PubMed1999

Encouraging use of coupons to stimulate condom purchase.

OBJECTIVES: This study examined the feasibility of using high-value coupons to induce condom purchase and evaluated execution factors that can influence the effectiveness of this form of promotion. METHODS: Two levels of coupon discount value (10% off and 75% off) were used to promote condom purchase among young adults. Coupons were distributed according to a widespread strategy or a more focused in-store disbursement method. RESULTS: Redemption of coupons distributed through the widespread disbursement strategy was negligible. In contrast, coupons from the in-store distribution method, particularly the higher value coupon, resulted in a high redemption rate. CONCLUSIONS: This research provides strong evidence that discount coupons, particularly high-value ones distributed at the purchase location, can be used successfully as a condom promotional incentive.

Adult↗
PubMed1996

An experiment in designing effective warning labels.

This paper proposes a model for the design of effective warning labels concerning drinking and driving. One important aspect of the model is that producing a multiplicity of warning labels should result in a higher probability that at least a few of the warning labels will be of high quality and effectiveness. Secondly, greater similarity between the warning label designer and the intended target group should enhance the effectiveness of the warning label. In the present study, 49 warning labels were created by university undergraduates, and the effectiveness of these warning labels was assessed by a group of university students (target group members). A number of labels were judged as being effective, and more effective than the government warning label. Extending the notion of being close to the target group, warning labels designed by male and female university students for university students of the same sex were judged as more effective than warning labels designed for the opposite sex.

Adult↗