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Table 3 Effects of varying price discount levels on food purchases in the web-based supermarket – results two-way ANCOVA analyses a

From: Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment

Discount 10% discount 25% discount
   B Lower 95% CI Upper 95% CI B Lower 95% CI Upper 95% CI
N 10% discount - - - 1.81 −3.74 7.35
Unhealthy 50% discount −3.20 −8.42 2.02 −1.39 −6.76 3.98
N Healthy 10% discount - - - −0.44 −5.57 4.70
  50% discount −8.58** −13.4 −3.75 −9.02*** −14.0 −4.05
Total items 10% discount - - - 1.37 −6.90 9.63
  50% discount −11.8** −19.6 −4.00 −10.4* −18.4 −2.41
Total 10% discount - - - 2,899 −4,936 10,733
Calories 50% discount −8,878* −16,258 −1,499 −5,980 −13,566 1,607
N healthy 10% discount - - - −0.41 −4.21 3.38
excl F&V b 50% discount −5.65** −9.22 −2.07 −6.06** −9.73 −2.38
% Healthy 10% discount - - - −2.53 −9.24 4.18
  50% discount −4.02 −10.3 2.30 −6.55‡ −13.1 -.06
% Healthy 10% discount - - - −1.75 −6.46 2.95
excl F&V b 50% discount −2.32 −6.75 2.11 −4.07 −8.63 0.49
Vegetables 10% discount - - - −82.8 −887 721
(gram) 50% discount −1,108 −1,866 −350 −1,191** −1,970 −412
Fruit 10% discount - - - 398 −384 1,180
(gram) 50% discount −544 −1,280 193 −146 −903 612
% budget 10% discount - - - −1.34 −8.99 6.31
Spent 50% discount 5.52 −1.69 12.7 4.18 −3.23 11.6
  1. Data were measured in 2010 in the Netherlands. Participants included a community sample (n = 109).
  2. a. Results of two-way ANCOVA including the fixed factors level of discount, type of promotion label and the interaction discount x promotion label.
  3. b. Healthy excl F&V means number of healthy products excluding fruits and vegetables.
  4. * significant at p < .05.
  5. ** significant at p < .01.