Choosing to Participate: the Effects of Message Type on Enrollment and Participation

Eleanor Putnam-Farr, Massachusetts Institute of Technology, USA
Jason Riis, Harvard Business School, USA
We evaluate the effects of different message types on enrollment and participation in an online physical activity tracking program. We found significant differences between messages, with all active choice messages prompting higher enrollment than opt-in, but quantification of the rewards leading to an earlier dropout rate.
[ to cite ]:
Eleanor Putnam-Farr and Jason Riis (2013) ,"Choosing to Participate: the Effects of Message Type on Enrollment and Participation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.