Sensory Experience Impact on Pig Castration & Meat Quality Study

Parc Mediterrani de la Tecnologia Edifici ESAB Carrer Esteve Terradas, 8 08860 Castelldefels, Barcelona The impact of the sensory experience on scale and preference heterogeneity: The GMNL model approach applied to pig castration and meat quality case study Zein Kallasa, Francesc Borrisser-Pair b, Beatriz Mart nezc, Ceferina Vieirac, Bego a Rubioc, Nuria Panellab, Marta Gilb, Mar a Bel n Linaresd, Mar a Dolores Garridod, Alvaro Olivarese; Miguel Ib eze; M. Angels Oliverb, Jos Mar a Gila a Centre for Agro-food Economy and Development, Castelldefels, Barcelona. b IRTA-Monells, Product Quality program, finca camps i armet, e-17121 Monells, Girona. c Estaci n Tecnol gica de la Carne, Instituto Tecnol gicoAgrario, Jta. de Castilla y Le n, Guijuelo. d Facultad de Veterinaria, Tecnolog a de los alimentos, Universidad de Murcia, Murcia. eFacultad de Veterinaria, Producci n Animal, Universidad Complutense de Madrid, Madrid. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

1. INTRODUCTION: Background ANIMAL WELFARE is becoming a relevant FACTOR affecting CONSUMER PREFERENCES. Consumers are DEMANDING animals being reared, fed and housed AS CLOSELY AS POSSIBLE as they would in their NATURAL CONDITIONS. The growing CONCERNS about ANIMAL WELFARE in EU are being extensively debated, resulting in CONTINUOUS CHANGES in regulations and POLICIES. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

1. INTRODUCTION: Background EU regulations have led to BANS of a number of INTENSIVE farming methods. In this context, PIG WELFARE has received and is still receiving special attention as pork is the MOST PRODUCED and consumed meat in the EU. For instance, the Council Directive 2008/120/EC has BANNED the use of SOW STALLS by January 2012. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

1. INTRODUCTION: Background CASTRATION of ENTIRE MALES pigs is carried out: To ENCOURAGE the DEPOSIT OF FAT To PREVENT aggressive BEHAVIOR problems To AVOID the RISK of obtaining meat with BOAR TAINT Off-odour and flavour related to the accumulation of BOAR TAINT Androstenone and Skatole in the fat tissue Consumers REACT DIFFERENTLY to this SMELL and therefore it can affect CONSUMERS ACCEPTABILITY of pork There (sensory) QUALITY problem is an associated MEAT 4

Trade-off MEAT QUALITY ANIMAL WELFARE Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

1. INTRODUCTION: Background About 97.6 million pigs (79.3% of the total EU pig production) were CASTRATED in 2008 in the EU, 48.7% of which were surgically CASTRATED WITHOUT ANAESTHESIA Castration can be LEGALLY performed without anaesthetics during the first SEVEN days after birth After that should only be performed under ANAESTHESIA and must include a prolonged ANALGESIA by a VETERINARIAN Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

1. INTRODUCTION: Background Social CONCERN for ANIMAL WELFARE has increased: castration carried out without anesthesia could have a NEGATIVE IMPACT. The EU is considering banning castration without anesthesia by 2018 and promoting the raising of entire males. European Declaration on alternatives to surgical castration of pigs The European Commission and representatives of European pig farmers, meat industry, traders, retailers, themselves to plan to voluntarily end surgical castration of pigs in Europe by January 1st, 2018. scientists and committed NGO s December 2010 There are some exceptions Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

1. INTRODUCTION: Background Many alternatives to AVOID CASTRATION have been explored Genetic SELECTION and gender selection for low-taint pigs Different MANAGEMENT and rearing strategies Slaughter at a YOUNGER age and lower weight DETECTION of boar taint at slaughter line MIXING of tainted with untainted meat MASKING unpleasant odours and flavours with the appropriate masking strategy such as spices, marinades or heat treatment. If the castration is applied, the IMMUNOCASTRATION Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

1. INTRODUCTION: Background Focusing only on the ACCEPTANCE of the most effective masking strategy gives only a PARTIAL VIEW OF THE CONSUMERS PREFERENCES. Liking or disliking a food product does not only depend on PHYSICOCHEMICAL PROPERTIES but also on the consumers' EXPECTATIONS and attitudes toward EXTRINSIC cues. The consumer FINAL CHOICE of a food product is a MIXTURE between the SENSORY EXPERIENCE (Intrinsic cues) and the other descriptors of the products (Extrinsic cues). Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

1. INTRODUCTION: Objective Thus, the objective of this paper is threefold: 1. First, to analyze the CONSUMERS EXPECTED PREFERENCE toward a MASKING STRATEGY of frankfurter sausages. 2. Second, to study THE IMPACT OF THE SENSORY EXPERIENCE of this masking strategy on such preferences. 3. Third, to assess how the NON-OBSERVED HETEROGENEITY both at the SCALE AND MEAN PREFERENCES of the sausage attributes are AFFECTED BY THE EXPERIENCE in a REAL SHOPPING SCENARIO. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

2. METHODOLOGICAL FRAMEWORK We applied TWO NON-HYPOTHETICAL DISCRETE CHOICE EXPERIMENTS (DCE) by creating a REAL SHOPPING SCENARIO BEFORE and AFTER a HEDONIC SENSORY TEST for frankfurter sausage. To motivate the consumers in the RECRUITMENT process, they were REWARDED by 15. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

2. METHODOLOGICAL FRAMEWORK: Steps 1. First, participants were asked to answer in a SHORT QUESTIONNAIRE their ATTITUDES and CONSUMPTION behaviour towards pork meat and pork frankfurter sausage in particular. SOCIOECONOMIC and LIFE-STYLE variables were also collected Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

2. METHODOLOGICAL FRAMEWORK: Steps 2. Second, participants were UNEXPECTEDLY REWARDED by an extra 5 and asked to select THEIR PREFERRED FRANKFURTER SAUSAGE from different choice sets built within the DCE design. Consumers were warned that their selection will have a consequence as a REAL MARKET WILL BE CREATED at the end of the experiment to exchange real money and real products. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

2. METHODOLOGICAL FRAMEWORK: Steps 3. Third, a HEDONIC EVALUATION test was carried out to assess the impact of the chosen masking strategy for boar taint and to CREATE A CURRENT SENSORY EXPERIENCE of the analysed product. Participants tasted FOUR DIFFERENT FRANKFURTER SAUSAGES with two different treatments: if the meat is obtained from CASTRATED pig or BOARS and if the FLAVOUR is ORIGINAL or with the masking strategy. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

2. METHODOLOGICAL FRAMEWORK: Steps 4. Fourth, consumers were INFORMED ABOUT WHICH TYPE of sausages they tasted in order to ASSOCIATE their sensory EXPERIENCE with the SPECIFIC products and characteristics. Then, the SAME DCE WAS REPEATED and consumers turned to reselect their preferred products from the same choice sets and asked to take into consideration their sensory experience. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

2. METHODOLOGICAL FRAMEWORK: Steps 5. Fifth, a REAL MARKET WAS CREATED to exchange real product and money. Consumers who accepted to participate were OBLIGED TO PURCHASE their chosen product from a randomly selected choice set.. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

2. METHODOLOGICAL FRAMEWORK: Data 150 consumers selected from the Madrid province who regularly PURCHASE food and having PURCHASED AND CONSUMED FRANKFURTER sausage at least ONE TIME in the last MONTH Study level (150) Secondary University Family Income ( /month) (146) <1,500 1,500-3,000 >3,000 Age (150) (years) Gender (150) % female Socio- demographic variables (N) Primary 41.5 48.7 12.0 40.0 48.0 42.5 46.6 11.0 Employee Part- Self-employed Self-employed Employee full unemployed Housewife part-time full-time Student Retired time time Employment situation (150) 5.3% 6.0% 15.3% 28.7% 10.7% 24.0% 2.0% 8.0% N 150 Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

3. EMPIRICAL APPLICATION: The DCE: Attributes and levels Based on the literature and discussion groups we identified the following attributes and levels: FLAVOUR: original and the masking strategy with spices and naturally smoked. CASTRATION: meat obtained from castrated pigs or boars. BRAND TYPE: manufacturer and private brands. PRICE: 1.79, 1.39, 0.99, 0.59. We consider ceteris paribus some attributes for all the offered alternative products (same package, same appearance, same sausage size, same format, same shelf life, same origin and same production method technology Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

3. EMPIRICAL APPLICATION: The DCE: Design We followed the DUAL RESPONSE CHOICE EXPERIMENT design. From the FULL FACTORIAL DESIGN using the total number of attributes and levels which led to a total of 32 (23x41) hypothetical products. In a choice set of 4 alternatives we have (23x41)4 possible combinations. The orthogonal fractional factorial design with only 8 CHOICE SETS. Participants were also asked to perform an additional task (HOLD- OUT TASK) to conduct validity tests which is single-choice set with eight different sausages to those provided in the main task Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

3. EMPIRICAL APPLICATION: The DCE: Design Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

3. EMPIRICAL APPLICATION: The DCE: Design Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

3. EMPIRICAL APPLICATION: The DCE: Real market Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

3. EMPIRICAL APPLICATION: The DCE: Econometric model ( jn jn j U V X S = + , ) n jn The basic model is THE MULTINOMIAL LOGIT MODEL (MNL). = + = = = 1, , N 1, , J 1, , U x n j t T njt njt njt n It imposes homogeneity in preferences for observed attribute The IIA property seldom hold. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

3. EMPIRICAL APPLICATION: The DCE: Econometric model The Mixed Logit Model (MIXL) = + = , N j = , J t = 1, 1, 1, , U x n T njt n njt njt n Extend the MNL introducing for unobserved heterogeneity by allowing random coefficients on attributes . Recent studies argued that much of the PREFERENCE HETEROGENEITY captured by random parameters in MIXL can be better captured by the scale term; and thus known as SCALE HETEROGENEITY . The MIXL turns to be likely a POOR APPROXIMATION to stated data if scale heterogeneity is not accounted for Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

3. EMPIRICAL APPLICATION: The DCE: Econometric model The Generalized Multinomial Logit Model (GMNL) [ njt n n U = + + (1 ) + X ] n n njt njt Known also as Generalized Mixed Logit Model (G-MXL). nis a scaling factor that proportionately scales the up or down for each individual n. is a mixing parameter, and its value determines the level of mixing or interaction between the scale heterogeneity coefficient and the parameter heterogeneity coefficient . Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

4. RESULTS: Sensory results Creating the Sensory Experience Overall acceptability Type of pork meat Odour Flavour Original sausage from boar meat 5.40c(1.43) 5.62c(1.56) 5.46c(1.61) Flavoured1sausage from boar meat 6.51a(1.27) 6.36b(1.26) 6.42a(1.18) Original sausage from castrated meat 5.69b(1.19) 6.20b(1.33) 5.91b(1.30) Flavoured1sausage from castrated meat 6.62 (1.16) 6.69a(1.18) 6.62a(1.29) The FLAVOURED SAUSAGE obtained from castrated and boar meat had the HIGHEST ACCEPTABILITY scores than the remaining type of sausage. This confirms that the APPLIED MASKING STRATEGY had a POSITIVE EFFECT on frankfurter sausage ACCEPTANCE. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

Pre sensory Random Parameters in utility functions ( ) 0.28**a -0.21***a -0.47**b Non-Random Parameters in utility functions ( ) -1.69*** -0.40*** Diagonal values in Cholesky matrix 1.20*** 0.04 0.28 Covariances of the Random parameters -0.11 -0.20 0.07 scale parameters 1.10*** 0.41*** Standard deviations of parameters distribution 1.20*** 0.10 1.19*** -1,529.54 -1,931.32 803.55 (0.000) 0.208 2.576 Post sensory Boar animal Private Brand Flavoured1 -0.01b -0.26***a 0.50**a Price -1.51*** 0.02 Opt-Out Non-castrated animal Private brand 1.04*** 0.46** 0.70*** Flavoured Private Brand : Non-castrated animal Flavoured : Non-castrated animal Flavoured : Private brand -0.01 -0.07 -0.48* Variance parameter tau in scale parameter Weighting parameter Gamma 0.01 0.72*** Std. Dev. Non-castrated animal Std. Dev. Private brand Std. Dev. Other Spanish origin Log-Likelihood ( ) Log-Likelihood (0) levels 1.04*** 0.47*** 1.25*** -1,418.39 -1,931.32 1,025.87 (0.000) 0.265 2.391 The POSITIVE/NEGATIVE sign of the coefficient implies HIGHER/LOWER levels of UTILITY associated with these attributes LL ratio test Pseudo R2 Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy AIC/N

Pre sensory Random Parameters in utility functions ( ) 0.28**a -0.21***a -0.47**b Non-Random Parameters in utility functions ( ) -1.69*** -0.40*** Diagonal values in Cholesky matrix 1.20*** 0.04 0.28 Covariances of the Random parameters -0.11 -0.20 0.07 scale parameters 1.10*** 0.41*** Standard deviations of parameters distribution 1.20*** 0.10 1.19*** -1,529.54 -1,931.32 803.55 (0.000) 0.208 2.576 Post sensory Boar animal Private Brand Flavoured1 -0.01b -0.26***a 0.50**a Price -1.51*** 0.02 Opt-Out Non-castrated animal Private brand 1.04*** 0.46** 0.70*** Flavoured Private Brand : Non-castrated animal Flavoured : Non-castrated animal Flavoured : Private brand -0.01 -0.07 -0.48* Variance parameter tau in scale parameter Weighting parameter Gamma BEFORE THE HEDONIC VALUATION EXPERIENCE, consumers 0.01 0.72*** Std. Dev. Non-castrated animal Std. Dev. Private brand Std. Dev. Other Spanish origin Log-Likelihood ( ) Log-Likelihood (0) for a positive pig welfare 1.04*** 0.47*** 1.25*** -1,418.39 -1,931.32 1,025.87 (0.000) 0.265 2.391 exhibit a preference for meat obtained from PIGS REARED IN NATURAL CONDITION (i.e. non castrated) as a potential preference LL ratio test Pseudo R2 Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy AIC/N

Pre sensory Random Parameters in utility functions ( ) 0.28**a -0.21***a -0.47**b Non-Random Parameters in utility functions ( ) -1.69*** -0.40*** Diagonal values in Cholesky matrix 1.20*** 0.04 0.28 Covariances of the Random parameters -0.11 -0.20 0.07 scale parameters 1.10*** 0.41*** Standard deviations of parameters distribution 1.20*** 0.10 1.19*** -1,529.54 -1,931.32 803.55 (0.000) 0.208 2.576 Post sensory Boar animal Private Brand Flavoured1 -0.01b -0.26***a 0.50**a Price -1.51*** 0.02a Opt-Out Non-castrated animal Private brand 1.04*** 0.46** 0.70*** Flavoured Private Brand : Non-castrated animal Flavoured : Non-castrated animal Flavoured : Private brand -0.01 -0.07 -0.48* Variance parameter tau in scale parameter Weighting parameter Gamma However, AFTER 0.01 0.72*** TESTING the different sausage products, Std. Dev. Non-castrated animal Std. Dev. Private brand Std. Dev. Other Spanish origin Log-Likelihood ( ) Log-Likelihood (0) on meat quality but not statistically significant. 1.04*** 0.47*** 1.25*** -1,418.39 -1,931.32 1,025.87 (0.000) 0.265 2.391 consumers were AWARE OF THE IMPORTANCE OF CASTRATION LL ratio test Pseudo R2 Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy AIC/N

Pre sensory Random Parameters in utility functions ( ) 0.28**a -0.21***a -0.47**b Non-Random Parameters in utility functions ( ) -1.69*** -0.40*** Diagonal values in Cholesky matrix 1.20*** 0.04 0.28 Covariances of the Random parameters -0.11 -0.20 0.07 scale parameters 1.10*** 0.41*** Standard deviations of parameters distribution 1.20*** 0.10 1.19*** -1,529.54 -1,931.32 803.55 (0.000) 0.208 2.576 Post sensory Boar animal Private Brand Flavoured1 -0.01b -0.26***a 0.50**a Price -1.51*** 0.02 Opt-Out Non-castrated animal Private brand 1.04*** 0.46** 0.70*** Flavoured Private Brand : Non-castrated animal Flavoured : Non-castrated animal Flavoured : Private brand -0.01 -0.07 -0.48* Variance parameter tau in scale parameter Weighting parameter Gamma For the BRAND ATTRIBUTE preference, consumers showed a 0.01 0.72*** Std. Dev. Non-castrated animal Std. Dev. Private brand Std. Dev. Other Spanish origin Log-Likelihood ( ) Log-Likelihood (0) BEFORE and AFTER the hedonic test 1.04*** 0.47*** 1.25*** -1,418.39 -1,931.32 1,025.87 (0.000) 0.265 2.391 rejection of private brands with NON-SIGNIFICANT DIFFERENCES LL ratio test Pseudo R2 Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy AIC/N

Pre sensory Random Parameters in utility functions ( ) 0.28**a -0.21***a -0.47**b Non-Random Parameters in utility functions ( ) -1.69*** -0.40*** Diagonal values in Cholesky matrix 1.20*** 0.04 0.28 Covariances of the Random parameters -0.11 -0.20 0.07 scale parameters 1.10*** 0.41*** Standard deviations of parameters distribution 1.20*** 0.10 1.19*** -1,529.54 -1,931.32 803.55 (0.000) 0.208 2.576 Post sensory Boar animal Private Brand Flavoured1 -0.01b -0.26***a 0.50**a Price -1.51*** 0.02 Opt-Out Non-castrated animal Private brand 1.04*** 0.46** 0.70*** Flavoured Private Brand : Non-castrated animal Flavoured : Non-castrated animal Flavoured : Private brand -0.01 -0.07 -0.48* Variance parameter tau in scale parameter Weighting parameter Gamma Focusing on the FLAVOUR ATTRIBUTE, consumers before testing 0.01 0.72*** Std. Dev. Non-castrated animal Std. Dev. Private brand Std. Dev. Other Spanish origin Log-Likelihood ( ) Log-Likelihood (0) significant difference 1.04*** 0.47*** 1.25*** -1,418.39 -1,931.32 1,025.87 (0.000) 0.265 2.391 the products showed a NEGATIVE EXPECTED PREFERENCE. However, after the testing their utility become positive with highly LL ratio test Pseudo R2 Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy AIC/N

Pre sensory Random Parameters in utility functions ( ) 0.28**a -0.21***a -0.47**b Non-Random Parameters in utility functions ( ) -1.69*** -0.40*** Diagonal values in Cholesky matrix 1.20*** 0.04 0.28 Covariances of the Random parameters -0.11 -0.20 0.07 scale parameters 1.10*** 0.41*** Standard deviations of parameters distribution 1.20*** 0.10 1.19*** -1,529.54 -1,931.32 803.55 (0.000) 0.208 2.576 Post sensory Boar animal Private Brand Flavoured1 -0.01b -0.26***a 0.50**a Interpreting the tau parameter (KEY PARAMETER) that captures the SCALE HETEROGENEITY, results showed a substantial scale heterogeneity in the data in the pre sensory and a non-significant Price -1.51*** 0.02 Opt-Out value in the post experiment. Non-castrated animal Private brand 1.04*** 0.46** 0.70*** After the sensory experience the VARIATION OF THE DEGREE of Flavoured RANDOMNESS in their final decision and hence their degree of Private Brand : Non-castrated animal Flavoured : Non-castrated animal Flavoured : Private brand -0.01 -0.07 -0.48* UNCERTAINTY DECREASED significantly. Variance parameter tau in scale parameter Weighting parameter Gamma 0.01 0.72*** Std. Dev. Non-castrated animal Std. Dev. Private brand Std. Dev. Other Spanish origin Log-Likelihood ( ) Log-Likelihood (0) 1.04*** 0.47*** 1.25*** -1,418.39 -1,931.32 1,025.87 (0.000) 0.265 2.391 LL ratio test Pseudo R2 Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy AIC/N

Pre sensory Random Parameters in utility functions ( ) 0.28**a -0.21***a -0.47**b Non-Random Parameters in utility functions ( ) -1.69*** -0.40*** Diagonal values in Cholesky matrix 1.20*** 0.04 0.28 Covariances of the Random parameters -0.11 -0.20 0.07 scale parameters 1.10*** 0.41*** Standard deviations of parameters distribution 1.20*** 0.10 1.19*** -1,529.54 -1,931.32 803.55 (0.000) 0.208 2.576 Post sensory Boar animal Private Brand Flavoured1 -0.01b -0.26***a 0.50**a Regarding the UNOBSERVED TASTE (PREFERENCE) HETEROGENEITY, it is captured by the standard deviation of the Price -1.51*** 0.02 random parameters. Opt-Out The estimated models showed STATISTICALLY SIGNIFICANT Non-castrated animal Private brand 1.04*** 0.46** 0.70*** RESULTS with the exception of the private brand in the pre Flavoured sensory. Private Brand : Non-castrated animal Flavoured : Non-castrated animal Flavoured : Private brand -0.01 -0.07 -0.48* Variance parameter tau in scale parameter Weighting parameter Gamma 0.01 0.72*** Std. Dev. Non-castrated animal Std. Dev. Private brand Std. Dev. Other Spanish origin Log-Likelihood ( ) Log-Likelihood (0) 1.04*** 0.47*** 1.25*** -1,418.39 -1,931.32 1,025.87 (0.000) 0.265 2.391 LL ratio test Pseudo R2 Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy AIC/N

Pre sensory Random Parameters in utility functions ( ) 0.28**a -0.21***a -0.47**b Non-Random Parameters in utility functions ( ) -1.69*** -0.40*** Diagonal values in Cholesky matrix 1.20*** 0.04 0.28 Covariances of the Random parameters -0.11 -0.20 0.07 scale parameters 1.10*** 0.41*** Standard deviations of parameters distribution 1.20*** 0.10 1.19*** -1,529.54 -1,931.32 803.55 (0.000) 0.208 2.576 Post sensory The main MOTIVATION OF THE G-MNL model is to SEPARATE the Boar animal Private Brand Flavoured1 -0.01b -0.26***a 0.50**a estimation of SCALE heterogeneity from TASTE heterogeneity, identified by the gamma parameter. Price -1.51*** 0.02 Opt-Out GAMMA in both model is RELATIVELY far from ZERO. Which Non-castrated animal Private brand 1.04*** 0.46** 0.70*** implies that both heterogeneity tend to be INDEPENDENT. This Flavoured INDEPENDENCE is emphasized in the POST EXPERIMENT. Gamma Private Brand : Non-castrated animal Flavoured : Non-castrated animal Flavoured : Private brand becomes MORE INDEPENDENTLY identified -0.01 -0.07 -0.48* increased from 0.41 to 0.72 and thus both types of heterogeneity Variance parameter tau in scale parameter Weighting parameter Gamma 0.01 0.72*** Std. Dev. Non-castrated animal Std. Dev. Private brand Std. Dev. Other Spanish origin Log-Likelihood ( ) Log-Likelihood (0) 1.04*** 0.47*** 1.25*** -1,418.39 -1,931.32 1,025.87 (0.000) 0.265 2.391 LL ratio test Pseudo R2 Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy AIC/N

5. CONCLUSIONS The SENSORY EXPERIENCE for the different frankfurter sausages with the main identified STRATEGY of masking BOAR TAINT, have had impact ON BOTH THE HETEROGENEITY by affecting the TAU and the GAMMA mixing estimates of the scale parameter. SCALE AND PREFERENCE Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

5. CONCLUSIONS The HEDONIC TEST DECREASED the degree of RANDOMNESS and UNCERTAINTY of consumers in their final election and the SOURCE of UNOBSERVED HETEROGENEITY obtained from the scale BECOME MORE INDEPENDENT than the taste preference. Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

5. CONCLUSIONS These results HIGHLIGHT the IMPORTANCE of the DIRECT PROMOTION and the in situ MARKETING TECHNIQUES of these types of product in the retail point by GIVING POTENTIAL CONSUMERS THE OPPORTUNITY to test the product. More studies ARE NEEDED to be done, especially to analyze the IMPACT of SENSORY experience ATTENDANCE and on the INTERNAL and EXTERNAL VALIDITY of choices on the attributes NON- Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy

Thank you for your attention Paper prepared for presentation at the EAAE-AAEA Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society . March 25 to 27, 2015. Naples, Italy