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MMM Online: Governors as game show hosts: Are sweepstakes schemes worth a shot?

By May 27, 2021June 3rd, 2021No Comments

Companies, including many A-list brands, have been encouraging the public to receive COVID-19 vaccination by dangling everything from beer to donuts as incentives. Get a shot through a state or county health department and you could score everything from an Amazon gift card to complimentary baseball tickets or a fishing license.

Indeed, using tchotchkes, rewards and other behavioral strategies to influence healthy habits has a long history in health marketing. But what of large cash payments?

Behavioral scientists advised in a December JAMA article on COVID-19 vaccination strategies that “financial incentives are likely to discourage vaccination (particularly among those most concerned about adverse effects); instead, contingent nonfinancial incentives” are preferred.

Read more at MMM-Online.

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