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A number of choice experiments (CEs) studies have shown that survey respondents employ heuristics such as attribute non-attendance (ANA) while evaluating food. This paper addresses a set of methodological questions. First, it explores if ANA is an issue to take into account in food valuation studies. Second, it assesses if there is any difference in terms of welfare estimates between the two common ways of collecting self-reported stated ANA (serial and choice task). Next, it validates the statements of ANA behavior provided by the respondents across serial and choice task self-reported ANA. Lastly, it explores the issue of concordance between the stated ANA and inferred ANA methods. We estimated a set of choice models including inferred or observed ANA information. Our results show a clear winner between the two stated approaches, choice task, which also better matches the inferred ANA data.


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