Source: PsychCentral, November 29, 2007 George Loewenstein, PhD and Kevin Volpp, MD, PhD collaborated with Troyen Brennan, MD, JD, MPH of Aetna, Inc. on an article which describes the theory behind employing various incentives and institutional structures to improve health behavior. They explain that the expectation of tangible benefits can help people make decisions that are beneficial to them without impinging on their freedom of choice or adversely affecting others.
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