OBJECTIVES: To elicit preferences for genetic testing and estimate the relative importance and value of features of genetic testing for colon cancer. METHODS: United States residents aged 50 years and older completed a web-enabled, choice-format conjoint survey. The survey presented subjects with 9 test-choice questions. Each question required evaluating a pair of hypothetical blood-test profiles defined by chance of developing colon cancer, chance of receiving a false-negative result, person who receives the genetic-test results, and personal cost versus a no-test option. Test-choice questions were based on a predetermined experimental design with known statistical properties. The survey also elicited preferences for colorectal-cancer risk reduction conditional on information that subjects had Lynch syndrome gene associated with a high risk for colon cancer. Subjects were asked to choose between a given number of lifetime colonoscopies or a colectomy at specified costs to reduce the risk of dying from colorectal cancer. Random-parameters logit was used to estimate model parameters, predicted testing probabilities for specific tests, and the money-equivalent value of genetic information. RESULTS: A total of 451 subjects completed the survey. Given the range of levels of each attribute in the study, the most important attribute was cost, followed by who else sees the test results, the genetic-testing preference, and chance of a false-negative test result. For the “best” test compared with no test where the best test has 0% chance of a false-negative test result, results are disclosed to a physician, and cost is $500; the predicted probability of choosing the test is 97% (CI: 95%-99%). Setting the test attributes to the mean effect, the overall monetary value for genetic testing was $622. CONCLUSIONS: Cost and the potential for insurance discrimination based on genetics are the most important considerations in testing decisions and are more important than test accuracy and reduction of cancer risk.