Comparing Serial, and Choice Task Stated and Inferred Attribute Non-Attendance Methods in Food Choice Experiments

Vincenzina Caputo, Ellen J. Van Loo, Riccardo Scarpa, Rodolfo M. Nayga, Wim Verbeke

Research output: Contribution to journalArticlepeer-review

62 Citations (Scopus)


A number of choice experiment (CE) studies have shown that survey respondents employ heuristics such as attribute non-attendance (ANA) while evaluating food products. This paper addresses a set of related methodological questions using empirical consumer data from a CE on poultry meat with sustainability labels. First, it assesses whether there are differences in terms of marginal willingness to pay estimates between the two most common ways of collecting stated ANA (serial and choice task level). Second, it validates the self-reported ANA behaviour across both approaches. Third, it explores the concordance of stated methods with that of the inferred method. Results show that WTP estimates from serial-level data differ from those from choice task-level data. Also, self-reported measures on choice task ANA are found to be more congruent with model estimates than those for serial ANA, as well as with inferred ANA.

Original languageEnglish
Pages (from-to)35-57
Number of pages23
JournalJournal of Agricultural Economics
Issue number1
Publication statusPublished - 2018 Feb 1

Bibliographical note

Funding Information:
1Vincenzina Caputo is at the Department of Agricultural, Food and Resource Economics, Michigan State University, MI, USA. E-mail: for correspondence. Ellen J. Van Loo and Wim Verbeke are at the Department of Agricultural Economics, Ghent University, Belgium. Riccardo Scarpa is in the Business School, University of Durham, UK, Department of Business Administration, University of Verona, Italy, and Waikato Management School, University of Waikato, New Zealand. Rodolfo M. Nayga, Jr. is at the Department of Agricultural Economics and Agribusiness, University of Arkansas, USA. The authors would like to thank the Editor, David Harvey, and two anonymous journal referees for their helpful and comprehensive comments and suggestions. This work was partially supported by the USDA National Institute of Food and Agriculture, Hatch project 1013332.

Publisher Copyright:
© 2017 The Agricultural Economics Society


  • Attribute non-attendance
  • choice experiments
  • choice task stated attribute non-attendance
  • inferred attribute non-attendance
  • serial stated attribute non-attendance
  • sustainable food labels

ASJC Scopus subject areas

  • Agricultural and Biological Sciences (miscellaneous)
  • Economics and Econometrics


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