The effect of adverse information and positive promotion on women's preferences for prescribed contraceptive products

► A discrete choice experiment on women's preferences for contraceptive products. ► Randomisation to promotion or adverse product information prior to choice tasks. ► Promotion increased interest in the hormonal patch but not the vaginal ring. ► Adverse information had little effect on preferences for the oral pill. ► Stated preferences are sensitive to the framing of information provided as context.