This study examines the incentive compatibility of choice experiments (CE) by comparing hypothetical and nonhypothetical responses in a scenario involving quality-differentiated beef steaks. The authors find that hypothetical responses generally predict higher probabilities of purchasing beef steaks compared to nonhypothetical responses, indicating hypothetical bias. However, the marginal willingness-to-pay (WTP) for changes in steak quality is similar across hypothetical and nonhypothetical settings. The study uses various econometric models, including the multinomial logit (MNL), universal logit, heteroskedastic extreme value (HEV), multinomial probit (MNP), and random parameters logit (RPL) models, to test for differences in preferences. Despite the hypothetical bias, the marginal WTP for steak attributes remains consistent between hypothetical and nonhypothetical treatments. The study concludes that while hypothetical bias exists, it is relatively small, and marginal WTP for changes in steak quality is stable across both types of responses.This study examines the incentive compatibility of choice experiments (CE) by comparing hypothetical and nonhypothetical responses in a scenario involving quality-differentiated beef steaks. The authors find that hypothetical responses generally predict higher probabilities of purchasing beef steaks compared to nonhypothetical responses, indicating hypothetical bias. However, the marginal willingness-to-pay (WTP) for changes in steak quality is similar across hypothetical and nonhypothetical settings. The study uses various econometric models, including the multinomial logit (MNL), universal logit, heteroskedastic extreme value (HEV), multinomial probit (MNP), and random parameters logit (RPL) models, to test for differences in preferences. Despite the hypothetical bias, the marginal WTP for steak attributes remains consistent between hypothetical and nonhypothetical treatments. The study concludes that while hypothetical bias exists, it is relatively small, and marginal WTP for changes in steak quality is stable across both types of responses.