This study uses conjoint analysis to examine the preferences of buyers for Bureau of Land Management (BLM) wild horses based on physical attributes of wild horses and individual characteristics of the buyers. Generalized ordered logit models and multinomial logit models are used to study the impact of the buyers’ demographic characteristics such as age, gender, knowledge about wild horse care, and number of wild horses previously adopted on physical attributes of the horses such as color, age, height, training status, temperament, conformation, and unique markings. Using a choice experiment, taken together, these attributes determine buyer’s preferences for a wild horse. This study reveals that characteristics of buyers have significant effects on their preferences for wild horses. Their gender, age, knowledge about wild horse care, and the number of horses previously adopted influence the importance that buyers place on physical attributes of a wild horse in their decision to purchase a wild horse.