How do we really know what people want in terms of healthcare?

It is assumed that people make, or should make, rational choices based on self-interest. For conventional health economic evaluations, self-interest is approximated by individual preferences, such as maximum willingness-to-pay (WTP) or the quality-adjusted life year (QALY). However, people are neither rational nor as self-absorbed as these measures would imply – they make healthcare decisions as…