The Goldman Algorithm Continued

In grade school I found that shortly after learning a new word I'd almost certainly hear it in conversation. Similarly, after writing the Goldman Algorithm post I came across an article that was very similar. Researchers at Emory created a model to predict a patient's chance they will suffer a heart failure within 5 years. Unlike the Goldman Algorithm which determines how to care for an individual already suffering from chest pains this model can help prevent or delay that trip to the ER... but will it? Before I go any further I applaud the efforts, however, this opens up an interesting question into human's risk tolerance. Will those who are diagnosed with a very high chance of having a heart failure change their behavior to prevent or delay it? Like Deal or No Deal, contestant in this game are also likely to make irrational choices (or lack of good choices). As a skeptic, I see the US population's obesity trends increasing in spite of the risks being well known, and I doubt this will make a significant change. On the other hand, given the right marketing, this model may be the start of a public awareness campaign that changes behaviors for the better, similar to the recent anti-smoking campaign.

Link to BUS 650: Application of models and risk tolerance

Link to article: http://www.eurekalert.org/pub_releases/2009-03/eu-hfr032609.php
Link to obesity and smoking reference:
http://www.cdc.gov/nccdphp/dnpa/obesity/trend/maps/
http://www.cdc.gov/mmwr/preview/mmwrhtml/mm5320a2.htm#fig2