One instance of the online survey involving choice experiments concerning private health risk reductions. This survey, fielded in the U.S., is essentially identical to an earlier survey fielded in Canada that also functioned as a pre-test for the U.S. study. The choice tasks in this survey invite respondents to choose between alternative health risk reduction programs, each described in terms of the particular illness, their future age at which the illness would begin, the prognosis (recovery, chronic condition, or fatal), the percent risk reduction the program would deliver, and the cost per month of the program. Each illness was described as a future illness profile, to permit modeling of willingness to pay for avoided illness-years as well as avoided premature mortality with the goal of being able to estimate more than just the usual “value of a statistical life.”