ABSTRACT
Discrete choice experiments (DCEs) have become one of the most important survey methods used in studies across a wide variety of research areas in the social sciences.1 They can be applied in choice situations where an individual selects one alternative from a set of alternatives, each of which is expressed by a bundle of attributes, thereby revealing important attributes/levels affecting the individual’s selection. As these situations occur frequently in our daily lives, DCEs have been applied in many disciplines2:
Food Choice situations are generally constructed in such a way that individuals are requested to select their most preferred alternative from two or more items of a specific food (e.g., oranges, beef, or wine). Then, their valuations
• The food’s ordinal characteristics: appearance (Alfnes et al., 2006), country of origin (Unterschultz et al., 1998), and brand names (Jaeger and Rose, 2008).
