The article explores how including a no-choice option in conjoint choice experiments can make them more realistic. Three different models are used to analyze the results: the no-choice multinomial logit model, the extended no-choice multinomial logit model, and the nested no-choice multinomial logit model. Optimal designs for two of these models were developed using the D-optimality criterion and the modified Fedorov algorithm. The study found that considering the no-choice option when designing a conjoint choice experiment only slightly affects the accuracy of estimation and prediction, as long as the model used matches the data-generating model.