This paper deals with analysis of potential participation in a reward scheme to avoid peak hour driving as part of an overall congestion management strategy in the Netherlands. Using rewards in the context of congestion management is novel compared to the great amount of attention road pricing has received so far. Psychological research emphasizes the importance of incentives such as rewards in promoting long term behavior changes and learning. In the Netherlands, reward schemes have been proposed and tested in the context of the 'Spitsmijden' project. Although reward schemes are effective in reducing peak hour driving of participants, a critical issue remains to what extent drivers will participate in such schemes. This study analyzes participation likelihood based on a survey of non-participants, conducted in the same catchment area. Since the response variable had 5 categories an Ordered Logit (OL) discrete choice model was used to estimate the model. A Mixed OL model was also estimated. The results show that participation is linked to working time flexibility, constraints in the household and the workplace and especially to personal motivations. The most important motivator is the prospective earning of the reward. However, social benefits like finding solutions to congestion were also found significant. These results can provide further insights to understanding the importance of incorporating behavioral factors in choice modeling.