In the discrete choice experiment literature, “attribute non-attendance” (ANA) is referred to as a salient heuristic in choice behavior where respondents ignore some attribute information when making choice decisions. Several studies show that ANA in CEs can significantly affect WTP and welfare estimates, suggesting that the conventional reliance on assumptions of a fully compensatory choice-making might lead to potential bias formation. For this reason, it is important to examine and pinpoint the behavioral reasoning behind ANA behavior in choice experiments. The aim of the present study is to test for the first time in the literature whether willpower depletion can influence individuals’ choice behavior and exacerbate ANA in choice experiments. In cognitive psychology, willpower is the capacity to exert self-control and is a primary factor affecting cognitive capacity. We used the Stroop task method to induce willpower depletion. Results suggest that willpower depletion affects ANA responses and WTP estimates, however they do not support our hypothesis that willpower depletion increments ANA behavior
