On the use of honesty priming tasks to mitigate hypothetical bias in choice experiments

Tiziana De-Magistris, Azucena Gracia, Rodolfo M. Nayga

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93 Citations (Scopus)


We test whether the use of an honesty priming task can help mitigate hypothetical bias in stated preference choice experiments (CE). Using a between-sample design, we conducted hypothetical and non-hypothetical choice experiments with seven treatments. Our results suggest that marginal willingness to pay estimates from hypothetical CE with an honesty priming task are not significantly different from marginal valuations from non-hypothetical CE. Values from both of these treatments are lower than those from three other hypothetical treatments, while values from the three non-hypothetical treatments are not significantly different from each other.

Original languageEnglish
Pages (from-to)1136-1154
Number of pages19
JournalAmerican Journal of Agricultural Economics
Issue number5
Publication statusPublished - 2013 Oct

Bibliographical note

Funding Information:
Tiziana de Magistris is a Marie Curie Fellow and research economist, and Azucena Gracia is a senior sesearch economist at the Unidad de Economía Agroalimentaria y de los Recursos Nat-urales, Centro de Investigación y Tecnología Agroalimentaria de Aragón (CITA), Gobierno de Aragón, Zaragoza (Spain). Rodolfo M. Nayga, Jr. is a professor and holds the Tyson Endowed Chair at the Department ofAgricultural Economics andAgribusiness,Division ofAgriculture,University ofArkansas,Fayetteville,AR,and is also an adjunct professor at the Department of Food and Resource Economics, Korea University. The study has been funded by the European Union Marie Curie Project FOODLABELS_PIOF-GA-2009-253323 entitled “Do consumers value food labels? An assessment of the impact of information and personality traits on the demand for food labels.”The authors would like to thank Brian Roe, Riccardo Scarpa, Kiyokazu Ujiie, and the anonymous journal reviewers for their helpful suggestions. Any remaining errors are the responsibility of the authors.


  • Honesty priming
  • Hypothetical bias
  • Willingness to pay

ASJC Scopus subject areas

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


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