Stated choice analysis is now a widely used and accepted methodology for exploringfood choice. In stated choice experiments respondents are asked to make a choice betweentwo or more alternatives, one of which typically takes the form of a ‘buy none’option. It is widely recognised that...

We present research findings on consumers’ willingness to pay (WTP) for reductions in the level offoodborne health risks. The research addresses how such valuations are affected by the means of whichthe risk reduction is delivered and the methods of risk presentations used in choice tasks. In...

In a discrete choice experiment, each respondent chooses the best product or service sequentially from many groups or choice sets of alternative goods. The alternatives are described by levels of a set of predefined attributes and are also referred to as profiles. Respondents often find it...

Disagreement among researchers regarding types of optimal choice experiments is often best seen as resulting from differences in the set of assumptions researchers are willing to make about the underlying data generating process. Much of the current debate may have confused, rather than...