The effect of information on health risk valuations

This article examines the effect of familiarity with chronic lung disease on people's willingness to pay to reduce their risk of contracting chronic bronchitis, and on their willingness to increase their risk of auto death to reduce chronic bronchitis risk. We find that persons who have a relative with chronic lung disease are willing to give up more income to reduce their risk of chronic bronchitis than persons with no first-hand knowledge of the disease; however, their willingness to increase their risk of auto death to reduce their risk of chronic bronchitis is no different, on average, than persons with no first-hand knowledge of lung disease. This suggests that responses to risk-risk tradeoffs may be more stable than responses to risk-income choices.This research was sponsored by Resources for the Future and by the U.S. Environmental Protection Agency, Office of Policy Planning and Evaluation, Alan Carlin and Joel Scheraga, project officers. We thank Robert Mitchell for his help in conducting focus groups, and Caroline Harnett and Sari Radin for research assistance. Stan Presser, Sue Dowden, and Tim Triplett of the University of Maryland's Survey Research Center administered the survey. We especially thank Stan Presser for his suggestion that we sample relatives of people with chronic lung disease. We also thank Kip Viscusi, Wes Magat, and Joel Huber for making available their computer programs and data, and Ajay Kalra for programming help. Paul Portney and John Mullahy provided useful comments on an earlier draff of the article, as did two referees.