Abstract A willingness to pay (WTP) per quality‐adjusted‐life year (QALY) of DKK 88 was estimated on the basis of elicited preferences for health states. The WTP per QALY estimate presented here differs considerably from that implied in contingent valuation studies, suggesting that WTP for reducing risk of death is based on other preference structures than is ex post WTP for improvements in quality of life. Results further suggest that different preference structures may exist when respondents are faced with WTP questions in which case elimination of minor health problems are associated with negligible utility. Copyright © 2003 John Wiley & Sons, Ltd.