Discrete choice experiment data aimed at eliciting the demand for recreational walking trails on farmland in Ireland is used to explore whether some respondents reach their choices solely on the basis of the alternative’s label. To investigate this type of processing strategy, the paper exploits a discrete mixtures approach which encompasses random parameters for the attributes. We find evidence that respondents employ different processing strategies for different alternatives and differences in processing emerge between rural and urban based respondents. Results highlight that model fit and policy conclusions are sensitive to assumptions related to processing strategies among respondents