This paper addresses the issue of ordering effects in choice experiments, and in particular how learning processes potentially affect respondents’ stated preferences in a sequence of choice sets. In a case study concerning food quality attributes of chicken breast filets, we find evidence of ordering effects in a sequence of 16 choice sets, where the last 8 choice sets are identical to the first 8. The overall preference structure is found to differ significantly between the two identical sequences of choice sets as well as the preferences for two out of five attributes, but this does not translate into any significant differences in WTP. Moreover, we find a reduction in the error variance for the last 8 choice sets relative to the first 8 choice sets. This is mainly caused by very high error variances in the first two choice sets. These results imply that learning effects in terms of institutional learning as well as – though in our case only to a limited extent – preference learning can indeed be of significant structural importance when conducting CE surveys. However, our results also suggest that if the focus is solely on obtaining policy advice in terms of WTP estimates, the present learning effects may be negligible.