Provided and perceived status quo in choice experiments: Implications for valuing the outputs of multifunctional rural areas

► Analysis of rural development policies targeting conservation and recovery of environmental, social and cultural assets. ► Willingness to support multifunctional proposals on a non-discriminatory basis throughout the rural territory. ► 69% of respondents felt able to make their own assessment of the status quo. ► The definition of the 'status quo' alternative influences the individuals' preferences and related welfare measures.