increasingly popular in the valuation of health and health care. Whatever the context, CV surveys risk eliciting "protest … health. The results of the search found there is consensus that zero valuations due to concerns about taxation and/or trust … protest bids within health economics. We have identified a number of lessons of best practice for the future designs of CV …

for health compared to the least educated, and we find that it is differences in taste preferences, not differences in … that the most highly educated consumers are better at understanding and appreciating the health implications of their diet … characteristics that allows nutrients to influence utility both through their perceived effects on health and through their effects on …

values) together with products carrying ambivalent health and taste cues (light foods, convenience foods, “functional candies …”) shape whether and why health and taste attributes are perceived as inclusive (“healthy is tasty” and “unhealthy is untasty … motives and food values shape the perception of inclusivity and exclusivity of health and taste of light, convenience and …