Purpose

Personalized price promotion (PPP) is a marketing instrument that addresses the limitations of untargeted promotions by tailoring the offers to individual customers based on their purchase histories. Current evidence on PPP is limited to its immediate effects on buying behaviors at grocery stores and food companies' economic benefits. Moreover, little is known about the role of consumer characteristics in determining how effectively this promotional tool works. Hence, we aim to assess the effectiveness of PPP in promoting healthy fast food and which consumer-specific factors affect its performance.

Design/methodology/approach

The authors conduct a laboratory experiment to examine the effects of personalized and non-personalized coupons for lower-calorie fast food menus on food and calorie selection. The coupon personalization is based on participants' menu choices, calorie needs and deal proneness. The authors additionally investigate how post-intervention changes are influenced by consumers' estimation of their selected calories, and their attitudes toward nutrition.

Findings

Recipients of personalized incentives are more likely than participants in the control group to redeem the offered coupons, select more healthy items and reduce their selected calories. Such changes are less likely among participants underestimating the calorie content of their menu choices and perceiving higher barriers to healthy eating. Personalized coupons perform better even among subjects receiving lower discounting levels than the control treatment.

Originality/value

As the first to evaluate the effectiveness of PPP in encouraging healthy food choices, this study highlights the potential of this cutting-edge price intervention and provides valuable implications for future research.

中文翻译：

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德国年轻人中低卡路里快餐选择的个性化优惠券，以及消费者的营养态度对促销效果的影响

目的

个性化价格促销（PPP）是一种营销工具，可通过根据单个客户的购买历史为他们量身定制优惠来解决无针对性促销的局限性。目前有关购买力平价的证据仅限于其对杂货店购买行为和食品公司的经济利益的直接影响。此外，对于消费者特征在确定此促销工具如何有效工作方面的作用知之甚少。因此，我们旨在评估PPP在促进健康快餐方面的有效性，以及哪些特定于消费者的因素会影响其绩效。

设计/方法/方法

作者进行了一项实验室实验，以研究低卡路里快餐菜单中的个性化和非个性化优惠券对食物和卡路里选择的影响。优惠券的个性化基于参与者的菜单选择，卡路里需求和交易倾向。作者还研究了干预后的变化如何受到消费者对他们所选卡路里的估计以及他们对营养的态度的影响。

发现

个性化奖励的接收者比对照组的参与者更有可能赎回所提供的优惠券，选择更多健康物品并减少他们选择的卡路里。在参与者中，这种变化不太可能低估了他们所选择的菜单中的卡路里含量，并认为健康饮食的障碍更大。即使在折扣率低于对照治疗的受试者中，个性化优惠券的性能也更好。

创意/价值

作为第一个评估PPP在鼓励健康食品选择方面的有效性的研究，本研究强调了这种尖端价格干预的潜力，并为未来的研究提供了宝贵的启示。