Demand by adults for programs which reduce their own health risks is influenced by (1) their parenthood status, (2) the numbers of children in different age brackets, (3) the ages of the adults themselves, (4) the latency period before they would fall ill, and (5) whether there will still be children in the household at that time. For younger adults, willingness to pay by parents is greater than for non-parents, and increases with each additional young child. For middle-aged adults, willingness to pay for corresponding risk reductions is lower when teenagers are present.