Publication Details

This conference paper was originally published as Hoang, C and Jones, SC, Message framing and the use of incentives - are they effective in increasing participation rates in disease management programs?, in Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Queensland University of Technology, 4-6 December 2006.


Disease-and-risk management programs provide many benefits for individuals currently living with a chronic illness as well as those who possess one or more risk factors for developing a chronic condition (such as high blood pressure, high cholesterol or obesity). However, participation rates in such programs are well below their desired level and often reported as being a particularly problematic and complex issue (e.g., Foster, Kendall, Dickson, Chaboyer, Hunter and Gee, 2003). This study aimed to determine the most effective strategies for increasing participation rates using a combination of prospect theory (via message framing), inclusion of an incentive, and comparing two different delivery methods (phone and mail). The study found no significant effect for message framing or incentives.