incentives matter: paying people not to smoke

From Rob Tomsho in the WSJ...

Smokers who are paid to quit succeed far more often than those who get no cash reward, according to a new study that provides some of the strongest evidence yet that financial incentives can help change such behavior.

The study, one of the largest of its kind, comes at a time when more employers, schools and other institutions are paying people to do everything from lose weight to improve their grades. The latest findings were published in this week's New England Journal of Medicine....

...researchers, led by a team from the University of Pennsylvania, tracked 878 General Electric Co. employees from around the country for a year and a half in 2005 and 2006. Participants, who smoked an average of one pack of cigarettes a day, were divided into two groups of roughly equal size. All received information about smoking-cessation programs.

Members of one group also got as much as $750 in cash, with the payments spread out over time to encourage longer-term abstinence....Those who said they had stopped smoking at any point during the study were asked to submit saliva or urine samples for testing so that their claims could be verified.

About 14.7% of the group offered financial incentives said they had stopped smoking within the first year of the study, compared with 5% of the other group. At the time of their last interview for the 18-month study, 9.4% of the paid group was still abstaining compared with 3.6% of those who got no money...

Statistically significant, but not a very impressive rate of cessation. That said, it probably pays for itself.

Smoking experts say previous studies have found little clear evidence that such financial incentives help in getting smokers to quit, although most have involved far fewer patients and much smaller incentives.

According to the federal Centers for Disease Control and Prevention, which helped fund the study, smoking costs companies about $3,400 per smoking employee annually, or about $7.18 per pack of cigarettes, in health-care bills, reduced productivity and absenteeism....