OBJECTIVES: New drugs with extended release are being developed to treat patients with ADHD. Instead of taking two to three pills a day, a one-time daily intake becomes possible with a more consistent working profile during the day. The current study tries to find 1) the WTP for this improved release as compared to the standard drug and 2) whether the order in which the drugs are presented is of influence. METHODS: A pre-tested questionnaire was administered to 114 final-year economics students from the University of Antwerp. In order for students to have a binding income constraint, they were told to consider themselves as the head of the household with a specified income. Income was varied in the sample. After presenting information on the disease and on the effects of the drug, WTP was elicited using the payment card method. Respondents were allowed to answer yes or no with different degrees of certainty. A split sample was used to test the hypothesis, which states that the order in which the drugs are presented is imperative. RESULTS: The average willingness to pay per month amounts to €57.34 certainly and €74.29 probably for the standard drug and to €81.95 certainly and €95.12 probably for the extended release. The difference between the two drugs is statistically significant (Wilcoxon signed rank test). Students state a higher WTP for the new drug if the current therapy is presented first (Mann Whitney U test). CONCLUSIONS: The current study brought some further evidence on the validity of the CV method to find out WTP. It showed that students can be used to elicit WTP for drugs when given a fictitious income. The study also showed that WTP for a new drug differs if first given information on an old drug compared to giving the information in the second place. This is related to the embedding effect found in other studies and hampers the validity of the method.