Multi-attribute analysis of benefit managers' preferences for smoking cessation programs

This article reports the results of formative research on worksite benefit managers' preferences for smoking cessation programs. Procedures focused on application of a multi-attribute preference evaluation method known as conjoint analysis. Literature reviews, small-sample telephone interviews, and a focus group were used to guide selection of cessation program attributes for this analysis. Personnel benefit managers representing a variety of worksites (N = 103) across the U.S. were then randomly selected for participation in the study. Results suggested that cost per employee, program management options, success rates, and endorsements were associated with relatively higher utility values, as compared with attributes concerning program materials or content (e.g., emphasis on cessation preparation vs. maintenance techniques). Benefit manager response simulations indicated a low-cost program with flexible delivery options received the strongest overall response of the six types of programs tested. Results also suggested there were preference differences associated with the type of worksite. Implications of these results for future study are briefly discussed.