Public preferences for skin cancer prevention policies: a discrete choice experiment in three European countries

Citizens in the three countries recommended their governments to take policy action against the increasing incidence of skin cancer. The results provide policymakers with directions for publicly supported policy action, which should be complemented with additional information on preference heterogeneity, citizens' argumentation, and policies' relative (cost-)effectiveness. The suggestion that preferences for policy action adapted over the course of completing the DCE survey should be further examined.