This paper presents an application of the contingent valuation method (CVM) and choice experiments (CEs). We examine consumer willingness to pay (WTP) for different health risk reduction levels of Salmonellosis and Campylobacteriosis acquired from the consumption of chicken breast. We test for the embedding effect. The embedding effect was not found in the CVM format. It was however present in the CEs. The WTP values in the CVM format rages from Euro 1.29 to 3.34, whereas the WTP obtained by the CEs ranges from Euro -0.16 to Euro 6.68 depending on the disease and the corresponding risk reduction levels.