Going Once, Going Twice: Using Willingness-to-Accept Auctions to Promote Smoking Cessation.

INTRODUCTION: Incentive-based smoking cessation interventions increase quit rates. The optimal incentive, however, is unknown. We used a willingness-to-accept (WTA) auction where smokers submitted bids indicating the incentive they would need to receive for one week of smoking cessation. METHODS: Smokers ready to quit (n=35) participated in a WTA auction, naming the amount they needed to be paid to quit for one week. Auction winners received an incentive if they successfully quit. All smokers received nicotine replacement therapy and self-help cessation materials. Carbon monoxide concentrations were monitored remotely 3 times during the week and in person at the final session. RESULTS: Participants who smoked their first cigarette within 5 minutes of waking demanded a significantly larger incentive in exchange for quitting than those who waited (p<.05). 45% of auction winners quit smoking compared to 20% of nonwinners (p<.05). The cost per quit was $466 among auction winners compared to $894 among nonwinners. CONCLUSIONS: WTA auctions may be an effective way to determine the amount smokers need to be paid to quit, which would allow researchers to estimate the most cost-effective payment to offer as part of incentive-based smoking cessation programs. Replication evaluating longer-term cessation outcomes with larger samples is warranted.