OBJECTIVES: Tobacco smoking is the leading cause of preventable morbidity and mortality in the United States, and smoking cessation has multiple health benefits. The purpose of this study was to assess cigarette smokers’ preference towards characteristics of tobacco cessation medications using a Willingness-to-Pay approach. METHODS: Data from the 2008 Healthstyles Survey, a mail-based probability sample of 5,399  adult aged ≥18 years, were used to assess three primary outcomes among current cigarette smokers (n=914):  1) interest in quitting; 2) interest in using cessation medications; and 3) willingness to pay for six types of cessation medications. Point estimates and 95% confidence intervals were calculated overall and by sociodemographic and smoking behavior characteristics. Multivariate Probit regression analysis was used to evaluate smokers’ willingness to pay in relation to perceived importance of three cessation medication characteristics: convenience of use, over-the-counter availability, and efficiency to help quit. All models controlled for sociodemographic characteristics, smoking behavior characteristics, and U.S. region fixed effects. RESULTS: Approximately 68.4% of current cigarette smokers were interested in quitting. Among these individuals, 45.6% indicated that they were interested in using cessation medications, and of these, 47.3% indicated that they were willing to pay $150 or more out-of-pocket for these medications. Convenience of use and the effectiveness of these medications to help quit were positively associated with current smokers’ willingness to pay for $300 or more (p≤5%); however, no association was observed for over-the-counter availability. Self-reported exposure to telephone quitline advertisements was also positively associated with the willingness-to-pay. CONCLUSIONS: Approximately 68% of current smokers are interested in quitting and about half of those smokers interested in quitting are also interested in using cessation medications. Convenience of use and the medication’s effectiveness are important to smokers with quit intentions. Understanding these preferences may help inform efforts to increase access and utilization of cessation medications.