WILLINGNESS TO PAY FOR ANTIHYPERTENSIVE THERAPY - FURTHER RESULTS

A measurement experiment regarding willingness to pay for antihyperten sive therapy is reported. A new type of binary willingness to pay ques tion is used, that allows for different degrees of certainty with resp ect to the responses. Mean willingness to pay is derived from a simple expected utility model and estimated using maximum likelihood methods . The estimated parameters are highly significant, with predicted sign s, and imply a mean willingness to pay of about SEK 800 ($130) per mon th. The explanatory power of the equation that only includes 'certain' yes/no responses is, as expected, much higher than that of the equati on where only 'uncertain' responses are included.