The paper proceeds with a brief exposition of the results of expected utility theory
regarding WTP for small reductions in health risks. The general features of the CVM
and CEs are discussed. The design of the survey that was conducted in order to
estimate consumer WTP for a health risk reduction of two food-borne diseases,
Salmonellosis and Campylobacteriosis, is outlined, before the empirical results of
the CVM questions and the CEs are presented. The elicited WTP amounts are used
to determine the values per avoided disease case. The paper concludes with a
discussion on the potential of the two methods to value health risk reductions based
on the presented estimates.