Table 5. Characteristics that Increase the Likelihood that a Consumer Will Respond to Financial Incentivesg
|The consumer is likely to be particularly responsive to the financial aspects of the incentives (lower income individuals).
|The consumer is in a new situation (new to town or new to the job), and the information is new.
The consumer is activated, a seeker of information:
- Activated consumers in general: more likely to be female, younger, better educated.
- Can also directly measure activation of an individual consumer.
g Assumes the incentive program includes provision of information about quality, with or without cost information.
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