Demand for health risk reductions: A cross-national comparison between the U.S. and Canada

Using a large stated preference survey conducted across the U.S. and Canada, we assess differences in individual willingness to pay (WTP) for health risk reductions between the two countries. Our utility-theoretic choice model allows for systematically varying marginal utilities for avoided future time in different adverse health states (illness-years, recovered/remission years, and lost life-years). We find significant differences between Canadian and U.S. preferences. WTP also differs systematically with age, gender, education, and marital status, as well as a number of attitudinal and subjective health-perception variables. Age profiles for WTP are markedly different across the two countries. Canadians tend to display flatter age profiles, with peak WTP realized at older ages.