During the last decade, economists have used experimental auction markets to investigate the preference and willingness to pay for new food attributes. In this project, we will investigate a new type of experimental markets, the experimental choice market . The experimental choice market is an experimental version of the stated choice survey. In this market, as well as in ordinary stores, the consumers are choosing among goods with posted prices instead of bidding for the goods. We will compare the results o f experimental choice markets with the results of experimental auction markets and stated choice surveys. Depending on further funding, we will test the results against in-store valuation methods. We will study consumer preferences for quality attributes of best and salmon, and investigate how information through labelling affects the consumer preferences. The data will come from two ongoing NFR research projects, Quality, information and labelling (project nr. 147121/i10) and Future Animal Breeding Goals – Product Development in Aquaculture and Livestock Productions (project nr. 143045/i10). These projects have collected sufficient data for continuing the research after their completion. In cooperation with Professor Cathy Roheim, University of Rhode Island, we will apply for funding for collecting additional data.