One Size Does Not Fit All: Financial Incentives Needed to Change Physical Exercise Levels for Different Groups

Alberto Longo, Eileen Mitchell, Anil Markandya, Ibon Galarraga

Research output: Contribution to journalArticlepeer-review

Abstract

This study estimated the distribution of willingness to accept (WTA) for a physical activity behaviour change intervention entailing the completion of 10,000 steps/day to shed light on which levels of incentives trigger a change in behaviour for different proportions of the population and for more at risk sub-groups. An online Contingent Valuation (CV) survey was administered to 1,130 respondents in the Basque Autonomous Community, Spain. The survey queried respondents about their physical activity levels, and intention to engage in physical activity, before presenting the WTA questions. Non-parametric WTA values were estimated for the whole sample and for sub-samples of active, inactive, and overweight and obese people. One-quarter of respondents would engage with the hypothetical programme even without payment, but if a monetary incentive was offered them, they would take it. The median WTA for committing to complete 10,000 steps/day is €0.23 for the full sample, €0.21 for active, €0.25 for inactive, and €0.23 for overweight and obese people. The WTA at 75th percentile is €4 for the full sample, €1.70 for active, €10.80 for inactive and €5 for overweight and obese respondents. WTA is positively affected by a person’s lack of disposable time to increase their physical activity, and, for inactive people, by their poor intention to become physically active.
Original languageEnglish
JournalMedical Decision Making
Publication statusAccepted - 01 Apr 2021

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