Formation of Risk Beliefs, Joint Production and Willingness to Pay to Avoid Skin Cancer
通过调查人们对皮肤癌的风险信念，发现其受肤质、肤色和日晒史影响，并利用防晒产品保留价格探究风险信念与支付意愿的关系，提出家庭生产框架下处理联合生产的新方法。
This paper uses a survey of risk beliefs about skin cancer to provide new evidence on how people view risky situations. Empirical results presented are based on a measure of risk beliefs held at the time of the survey. Key findings are that risk beliefs about skin cancer account for factors including skin type, complexion, and sunlight exposure history. Also, the connection between risk beliefs and willingness to pay is explored by using reservation prices for a sun protection product. A new method for treating joint production in a household production framework is developed to support this analysis. Copyright 1996 by MIT Press.