This study conducts a survey and test to understand U.S. public’s perception about multifunctionality. The questionnaire suggests seven alternative way of providing questions about intangible benefits provided by agriculture in the U.S. The final questionnaire was administered as an e-mail survey in June 2008 to a nationally representative household panel maintained in the U.S. by the Ipsos Observer. Data analysis shows that 64 percent of respondents considered the multifunctionality of agriculiture as an important issue and 45 percent of respondents were in favor of increasing government expenditure to support farmland preservation. Using Fishbein’s multi-attribute model as a theoretical background, this paper develops an empirical model to assess and attributes of multifunctionality. For the analysis, bivariate orderd probit model was set up to reflect respondent’s attitude. Regression analyses show that two questions (how much you agree with agriculture’s intangible benefit and increasing government expenditure to support agriculture) are shaped by different sets of facts.