OBJECTIVE: To measure the willingness to pay (WTP) for a reduction in the number of micturitions and urinary leakages of Overactive Bladder (OAB) patients with urge incontinence. METHODS: A questionnaire was administered to 388 patients identified in six areas in Italy. This questionnaire was divided into 3 sections: socio-economic characteristics and severity of symptoms; health related quality of life; close-ended Contingent Valuation question about the prices of a drug and the reduction of symptoms on a monthly base. The answers were analysed by regression analysis, both with a univariate and a multivariate logistic model. A stepwise procedure was used to select the variables affecting the probability to answer yes to the WTP question. RESULTS: The final regression model included the price, sex, income and vitality as significant independent variables. The mean WTP per month based on the final logistic model was Lit.229.000 ($US 115) for men and Lit.153.000 ($US 77) for women; the median WTP was Lit.220.000 ($US 110) for men and Lit. 132.000 ($US 66) for women. CONCLUSION: The patients with incontinence problems are willing to pay amounts higher than any drug therapy cost available on the market for a reduction in the number of micturitions and leakages. Furthermore, vitality was the highly correlated factor between health related quality of life parameters.