Primary Outcomes (end points)
There are three primary outcomes:
The willingness to pay elicited. Within the WTP task, we ask respondents to consider a status-quo situation described by five attributes: (1) risk of developing cancer and dying from it; (2) risk of developing cancer and recovering from it; (3) quality-of-life conditional on having cancer; (4) duration of cancer spell; and (5) cost for buying regular food products. Respondents are asked to compare it with a scenario where, at a higher cost, the ‘risk of developing cancer and dying from it’ and/or the ‘risk of developing cancer and recovering from it’ are reduced via the purchase of /safety-certified food products.
The standard gamble. The standard gamble asks respondents to assume that they are diagnosed with cancer and two alternative treatments are available: a low-risk (or no risk) treatment that allows them to (nearly) avoid death from cancer, but with which their health status remains compromised for a specified duration; or a high-risk experimental treatment that is highly effective in some people but not effective in others. We assign half of the respondents to a "no-risk" vs. "high- risk" treatment, while the other half are assigned to a "low-risk" vs. "high-risk" treatment. The "low-risk" treatment randomly assigns between a risk of 1 in 1000 or 2 in 1000 of dying, even if taking the treatment.
Following the WTP question, the standard gamble and some debriefing questions, respondents receive, at random, one of three alternative sets of questions about hypothetical financial risks. The first set of questions will follow Barsky et al. (1997) elicitation for risk aversion. Following Hammitt & Haninger (2010), a second set of questions instructs respondents to
decide about two job offers. Specifically, they can choose between a salary job, which pays an annual salary that increases modestly each year, and a bonus job, which pays a smaller salary but offers with some probability a large annual bonus. Finally, we adapt a version of the Eckel and Grossman risk elicitation task (2002, 2008) which consists of asking subjects to choose their preferred gamble from among six possible choices.