• Am J Prev Med · Apr 2024

    Understanding Whether Price Tag Messaging Can Amplify the Benefits of Taxes: An Online Experiment.

    • Marissa G Hall, Phoebe R Ruggles, Katherine McNeel, Carmen E Prestemon, Cristina J Y Lee, Caitlin M Lowery, Aline D'Angelo Campos, and Lindsey Smith Taillie.
    • Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina; Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina; Carolina Population Center, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina. Electronic address: mghall@unc.edu.
    • Am J Prev Med. 2024 Apr 1; 66 (4): 609618609-618.

    IntroductionExcise taxes on unhealthy products like sugary drinks and tobacco can reduce purchases of these products. However, little research has investigated whether messages at the point of purchase, such as enhanced price tags, can increase the effects of taxes by heightening psychological reactions. This study aimed to examine whether including messages about taxes on price tags could amplify the benefits of excise taxes on unhealthy products.MethodsIn 2022, an online study recruited 1,013 U.S. parents to view seven price tag messages (e.g., "includes a 19% sugary drink tax") and a control (i.e., standard price tag with the tax included in the price) displayed in random order alongside sugary drinks. Participants were randomly assigned to view a caution-symbol icon or no icon on price tags. Analyses were conducted in 2023.ResultsAll seven messages discouraged parents from buying sugary drinks for their children compared to control (average differential effects [ADEs] ranged from 0.28 to 0.48, all p<0.001). All messages led to greater attention to the price tag (ADEs ranged from 0.24 to 0.41, all p<0.001) and greater consideration of the cost of sugary drinks (ADEs ranged from 0.31 to 0.50, all p<0.001). Icons elicited higher cost consideration than text-only price tags (ADE=0.15, p<0.010), but not discouragement (p=0.061) or attention (p=0.079).ConclusionsMessaging on price tags could make excise taxes more effective. Policymakers should consider requiring messaging on price tags when implementing taxes.Copyright © 2023 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.

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