We evaluate the role of behavioral attributes in predicting engagement in an intervention program. Distinct from the previous studies, we investigate how parental preferences influence their engagement behavior in a health program when the targeted outcomes relate to the health of their children, as opposed to their own. We use an artifactual field experiment where the participants were former parent enrollees in a child health management program in Australia. Our findings suggest that parents' time preference and risk tolerance are robust predictors of engagement, measured by program attendance. Attendance is positively associated with patience and risk tolerance in the health domain, after controlling for a host of personality traits and socioeconomic factors. By improving our understanding of the behavioral risk factors for attrition, these findings offer important insights for enhancing participant engagement in intervention programs that are beset with the problem of high attrition.
Keywords: engagement; field experiment; health program; risk attitude; time preference.
© 2021 John Wiley & Sons Ltd.