With W* therefore, the goal of measurement is to determine the maximum the respondent would be willing to pay to
consume a treatment programme with outcomes that are not certainties but have specified probabilities.
• Although one can multiply certain health values (h) by probabilities to devise expected money values for the
programme, the values collected directly on uncertain prospects ( W*) will only be the same as the expected values if
individuals are risk neutral with respect to income and health.