diff --git a/CHANGELOG.md b/CHANGELOG.md
index 63021438..ac73d919 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -6,6 +6,7 @@ Next Release
 * [#16](https://github.com/intridea/grape-entity/pull/16): Add `using` option to `expose SYMBOL BLOCK` - [@fahchen](https://github.com/fahchen).
 * [#24](https://github.com/intridea/grape-entity/pull/24): Return documentation with `as` param considered - [@drakula2k](https://github.com/drakula2k).
 * [#27](https://github.com/intridea/grape-entity/pull/27): Properly serializing hashes - [@clintonb](https://github.com/clintonb).
+* [#28](https://github.com/intridea/grape-entity/pull/28): Look for method on entity before calling on the object - [@MichaelXavier](https://github.com/MichaelXavier).
 * Your contribution here.
 
 0.3.0 (2013-03-29)
diff --git a/README.md b/README.md
index 95fa6e68..36375a41 100644
--- a/README.md
+++ b/README.md
@@ -103,6 +103,21 @@ end
 expose :digest, proc: ... # equivalent to a block
 ```
 
+You can also define a method on the entity and it will try that before trying
+on the object the entity wraps.
+
+```
+class ExampleEntity < Grape::Entity
+  expose :attr_not_on_wrapped_object
+  # ...
+private
+
+  def attr_not_on_wrapped_object
+    42
+  end
+end
+```
+
 #### Aliases
 
 Expose under a different name with `:as`.
diff --git a/lib/grape_entity/entity.rb b/lib/grape_entity/entity.rb
index ed7cc12d..56259537 100644
--- a/lib/grape_entity/entity.rb
+++ b/lib/grape_entity/entity.rb
@@ -390,17 +390,25 @@ def value_for(attribute, options = {})
         using_options = options.dup
         using_options.delete(:collection)
         using_options[:root] = nil
-        exposure_options[:using].represent(object.send(attribute), using_options)
+        exposure_options[:using].represent(delegate_attribute(attribute), using_options)
       elsif exposure_options[:format_with]
         format_with = exposure_options[:format_with]
 
         if format_with.is_a?(Symbol) && formatters[format_with]
-          formatters[format_with].call(object.send(attribute))
+          formatters[format_with].call(delegate_attribute(attribute))
         elsif format_with.is_a?(Symbol)
-          self.send(format_with, object.send(attribute))
+          self.send(format_with, delegate_attribute(attribute))
         elsif format_with.respond_to? :call
-          format_with.call(object.send(attribute))
+          format_with.call(delegate_attribute(attribute))
         end
+      else
+        delegate_attribute(attribute)
+      end
+    end
+
+    def delegate_attribute(attribute)
+      if respond_to?(attribute, true)
+        send(attribute)
       else
         object.send(attribute)
       end
diff --git a/spec/grape_entity/entity_spec.rb b/spec/grape_entity/entity_spec.rb
index 43ee3a14..449edacf 100644
--- a/spec/grape_entity/entity_spec.rb
+++ b/spec/grape_entity/entity_spec.rb
@@ -602,6 +602,26 @@ class FriendEntity < Grape::Entity
       it 'returns a formatted value if format_with is passed a lambda' do
         subject.send(:value_for, :fantasies).should == ['Nessy', 'Double Rainbows', 'Unicorns']
       end
+
+      it "tries instance methods on the entity first" do
+        module EntitySpec
+          class DelegatingEntity < Grape::Entity
+            root 'friends', 'friend'
+            expose :name
+            expose :email
+
+          private
+            def name
+              "cooler name"
+            end
+          end
+        end
+
+        friend = double("Friend", :name => "joe", :email => "joe@example.com")
+        rep = EntitySpec::DelegatingEntity.new(friend)
+        rep.send(:value_for, :name).should == "cooler name"
+        rep.send(:value_for, :email).should == "joe@example.com"
+      end
     end
 
     describe '#documentation' do