TY - JOUR
T1 - Willingness to pay for a cardiovascular prevention program in highly educated adults: A randomized controlled trial
AU - Jacobs, Nele
AU - Drost, Ruben
AU - Ament, Andre J. H. A.
AU - Evers, Silvia
AU - Claes, Neree
PY - 2011/10
Y1 - 2011/10
N2 - Objectives: The aim of this study was to determine adults' Willingness To Pay (WTP) for CardioVascular Disease (CVD) intervention programs of different intensities. Methods: Three hundred fourteen participants were randomized to two study conditions: (i) CVD risk assessment/communication; (ii) CVD risk assessment/communication + a behavior change program. The behavior change program was aimed at increasing physical activity, reducing saturated fat intake and smoking cessation. It consisted of a tailored Web site and individual coaching with a self-selected dose. At post-assessment, WTP and perceived autonomy support items were included. The intervention dose was registered throughout the trial and post-hoc intervention dose groups were created. Pearson Chi-Square tests, Student's t-tests, one-way analyses of variance were used to examine WTP-differences between the study conditions and intervention dose groups. Results: Twenty-four months after baseline, 61 and 135 participants of the control and intervention condition, respectively, completed the questionnaires. No WTP difference was found between the study conditions. However, participants that selected a higher intervention dose were willing to pay significantly more for their program (p <.05). Conclusions: In general, people want to pay the same amount of money for a CVD prevention program, irrespective of the inclusion of a behavior change program. However, there seems to be an association between the self-selected dose of the latter program and the WTP.
AB - Objectives: The aim of this study was to determine adults' Willingness To Pay (WTP) for CardioVascular Disease (CVD) intervention programs of different intensities. Methods: Three hundred fourteen participants were randomized to two study conditions: (i) CVD risk assessment/communication; (ii) CVD risk assessment/communication + a behavior change program. The behavior change program was aimed at increasing physical activity, reducing saturated fat intake and smoking cessation. It consisted of a tailored Web site and individual coaching with a self-selected dose. At post-assessment, WTP and perceived autonomy support items were included. The intervention dose was registered throughout the trial and post-hoc intervention dose groups were created. Pearson Chi-Square tests, Student's t-tests, one-way analyses of variance were used to examine WTP-differences between the study conditions and intervention dose groups. Results: Twenty-four months after baseline, 61 and 135 participants of the control and intervention condition, respectively, completed the questionnaires. No WTP difference was found between the study conditions. However, participants that selected a higher intervention dose were willing to pay significantly more for their program (p <.05). Conclusions: In general, people want to pay the same amount of money for a CVD prevention program, irrespective of the inclusion of a behavior change program. However, there seems to be an association between the self-selected dose of the latter program and the WTP.
KW - Willingness to pay
KW - Cardiovascular prevention
KW - Behavior
U2 - 10.1017/S0266462311000341
DO - 10.1017/S0266462311000341
M3 - Article
C2 - 22004768
SN - 0266-4623
VL - 27
SP - 283
EP - 289
JO - International Journal of Technology Assessment in Health Care
JF - International Journal of Technology Assessment in Health Care
IS - 4
ER -