** AWARDS ISSUED PRIOR TO JANUARY 20, 2025, WERE FUNDED UNDER PREVIOUS ADMINISTRATIONS AND MAY NOT REFLECT THE PRIORITIES AND POLICIES OF THE CURRENT ADMINISTRATION.** CONSUMERS FACE MYRIAD ALTERNATIVES IN FOOD MARKETS. EMPIRICAL RESEARCH ON CONSUMER CHOICE ASSUMES CONSUMERS CONSIDER ALL ALTERNATIVES WITHIN A CATEGORY, DESPITE EVIDENCE OF INCOMPLETE CONSIDERATION. THEORY SUGGESTS THAT INCOMPLETE CONSIDERATION MAY HAVE IMPORTANT IMPLICATIONS FOR VALUATION ESTIMATES, RESEARCH METHODOLOGY, AND POLICY/INTERVENTION DESIGN, ALL OF WHICH AFFECT UNDERSTANDING OF CONSUMER BEHAVIOR. PRELIMINARY AND RECENTLY PUBLISHED WORK BY THE PI SUGGESTS THAT INCOMPLETE CONSIDERATION IS WIDESPREAD, IMPACTS VALUATION ESTIMATES, AND PRESENTS NEW POLICY TOOLS. IN THIS PROJECT, WE PROPOSE STUDYING THE CONSEQUENCES OF INCOMPLETE CONSIDERATION ON CONSUMER BEHAVIOR AND IMPLICATIONS FOR RESEARCH AND POLICY DESIGN. WE WILL STUDY THE USE OF CHOICE-PROCESS DATA--EYE-TRACKING AND PRODUCT SEARCH, FILTERING AND SUBSETTING--IN DOCUMENTING INCOMPLETE CONSIDERATION IN REAL ECONOMIC CHOICE AND ESTIMATE RATIONAL INATTENTION HYPOTHESES (OBJECTIVE 1); POLICY/INTERVENTION TOOLS AVAILABLE DUE TOINCOMPLETE CONSIDERATION (OBJECTIVE 2); CONSEQUENCES OF INCOMPLETE CONSIDERATION FOR ESTIMATION OF CONSUMER ATTRIBUTE VALUATION (OBJECTIVE 3); THE IMPLICATIONS OF INCOMPLETE CONSIDERATION ON EXTERNAL VALIDITY OF EXPERIMENT DESIGN (OBJECTIVE 4). THE LONG-TERM GOAL OF THE PROJECT IS TO ADVANCE UNDERSTANDING OF CONSUMER DECISION-MAKING IN COMPLEX PRODUCT MARKETS, PROVIDING LESSONS FOR RESEARCH AND POLICY DESIGN. THE PROPOSED PROJECT ADDRESSES PRIORITY AREAS OF THE ECONOMICS, MARKETS AND TRADE PROGRAM--ESPECIALLY CONSUMER BEHAVIOR AND POLICY DESIGN--AS WELL AS OTHER USDA MISSION AREAS, SUCH AS IMPROVING HEALTH BY ADDRESSING THE NUTRITION NEEDS OF CONSUMERS THROUGH SCIENCE-BASED DIETARY GUIDANCE, AND NUTRITION POLICY AND EDUCATION.