This study compares hypothetical and nonhypothetical responses to choice experiment questions. We test for hypothetical bias in a choice experiment involving beef ribeye steaks with differing quality attributes. In general, hypothetical responses predicted higher probabilities of purchasing beef steaks than nonhypothetical responses. Thus, hypothetical choices overestimate total willingness‐to‐pay for beef steaks. However, marginal willingness‐to‐pay for a change in steak quality is, in general, not statistically different across hypothetical and actual payment settings.
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