diff --git a/lib/active_model/serializer.rb b/lib/active_model/serializer.rb
index f7e7b435e..25d508481 100644
--- a/lib/active_model/serializer.rb
+++ b/lib/active_model/serializer.rb
@@ -112,19 +112,26 @@ def self.attributes(*attrs)
     #     attributes :id, :recent_edits
     #     attribute :name, key: :title
     #
+    #     attribute :full_name do
+    #       "#{object.first_name} #{object.last_name}"
+    #     end
+    #
     #     def recent_edits
     #       object.edits.last(5)
     #     end
-    def self.attribute(attr, options = {})
+    def self.attribute(attr, options = {}, &block)
       key = options.fetch(:key, attr)
       _attributes_keys[attr] = { key: key } if key != attr
-      _attributes << key unless _attributes.include?(key)
 
-      serialized_attributes[key] = ->(object) { object.read_attribute_for_serialization(attr) }
+      if block_given?
+        serialized_attributes[key] = ->(instance) { instance.instance_eval(&block) }
+      else
+        serialized_attributes[key] = ->(instance) { instance.object.read_attribute_for_serialization(attr) }
+      end
 
       ActiveModelSerializers.silence_warnings do
         define_method key do
-          serialized_attributes[key].call(object)
+          serialized_attributes[key].call(self)
         end unless method_defined?(key) || _fragmented.respond_to?(attr)
       end
     end
diff --git a/test/serializers/attribute_test.rb b/test/serializers/attribute_test.rb
index 99452e530..e1368c27e 100644
--- a/test/serializers/attribute_test.rb
+++ b/test/serializers/attribute_test.rb
@@ -71,6 +71,21 @@ def id
 
         assert_equal('custom', hash[:blog][:id])
       end
+
+      PostWithVirtualAttribute = Class.new(::Model)
+      class PostWithVirtualAttributeSerializer < ActiveModel::Serializer
+        attribute :name do
+          "#{object.first_name} #{object.last_name}"
+        end
+      end
+
+      def test_virtual_attribute_block
+        post = PostWithVirtualAttribute.new(first_name: 'Lucas', last_name: 'Hosseini')
+        hash = serializable(post).serializable_hash
+        expected = { name: 'Lucas Hosseini' }
+
+        assert_equal(expected, hash)
+      end
     end
   end
 end