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The case for pay to quit

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A randomized controlled trial of four financial-incentive programmes for smoking cessation finds that reward-based schemes lead to sustained abstinence, but low public acceptability of such schemes threatens their adoption.

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Figure 1: Carrots work for smokers.

Peter Dazeley/Getty

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Authors and Affiliations

  1. Theresa M. Marteau and Eleni Mantzari are in the Behaviour and Health Research Unit, University of Cambridge, Cambridge CB2 0SR, UK.,

    Theresa M. Marteau & Eleni Mantzari

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  1. Theresa M. Marteau
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  2. Eleni Mantzari
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Correspondence to Theresa M. Marteau.

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Marteau, T., Mantzari, E. The case for pay to quit. Nature 523, 40–41 (2015). https://doi.org/10.1038/523040a

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