1. 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 Kallas a, Francesc Borrisser-Pairó b, Beatriz Martínez c, Ceferina Vieira c, Begoña Rubio c, Nuria Panella b, Marta Gil b, María Belén Linares d, María Dolores Garrido d, Alvaro Olivares e ; Miguel Ibáñez e ; M. Angels Oliver b, José María Gil a 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 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 Estación Tecnológica de la Carne, Instituto Tecnológico Agrario, Jta. de Castilla y León, Guijuelo. d Facultad de Veterinaria, Tecnología de los alimentos, Universidad de Murcia, Murcia. e Facultad de Veterinaria, Producción Animal, Universidad Complutense de Madrid, Madrid.

2. 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  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.  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. 1. INTRODUCTION: Background  The growing CONCERNS about ANIMAL WELFARE in EU are being extensively debated, resulting in CONTINUOUS CHANGES in regulations and POLICIES.

3. 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.  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.

4. 4 There is an associated MEAT (sensory) QUALITY problem BOAR TAINT Off-odour and flavour related to the accumulation of Androstenone and Skatole in the fat tissue Consumers REACT DIFFERENTLY to this SMELL and therefore it can affect CONSUMERS’ ACCEPTABILITY of pork  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  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 1. INTRODUCTION: Background

5. 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

6. 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  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 1. INTRODUCTION: Background  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  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

7. 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 European Declaration on alternatives to surgical castration of pigs The European Commission and representatives of European pig farmers, meat industry, traders, retailers, scientists and NGO’s committed themselves to plan to voluntarily end surgical castration of pigs in Europe by January 1 st, 2018. December 2010 There are some exceptions  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.

8. 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  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  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 1. INTRODUCTION: Background

9. 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).  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).

10. 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  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.  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. 1. INTRODUCTION: Objective

11. 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.  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.

12. 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

13. 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.

14. 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.

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 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.

16. 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..

17. 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 Socio- demographic variables (N) Age (150) (years) Gender (150) % female Study level (150) Family Income (€/month) (146) PrimarySecondaryUniversity<1,5001,500-3,000>3,000 41.548.712.040.048.042.546.611.0 Employment situation (150) Housewife Retired Student unemployed Employee Part- time Employee full time Self-employed part-time Self-employed full-time 5.3%6.0%15.3%28.7%10.7%24.0%2.0%8.0% N150  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

18. 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  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.  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. 3. EMPIRICAL APPLICATION: The DCE: Attributes and levels  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

19. 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  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 (2 3 x4 1 ) hypothetical products. In a choice set of 4 alternatives we have (2 3 x4 1 ) 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  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 (2 3 x4 1 ) hypothetical products. In a choice set of 4 alternatives we have (2 3 x4 1 ) 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 3. EMPIRICAL APPLICATION: The DCE: Design

20. 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

21. 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

22. 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

23. 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 basic model is THE MULTINOMIAL LOGIT MODEL (MNL).  It imposes homogeneity in preferences for observed attribute  The IIA property seldom hold.  It imposes homogeneity in preferences for observed attribute  The IIA property seldom hold.

24. 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)  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  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

25. 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)  Known also as Generalized Mixed Logit Model (G-MXL).   n is 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.  Known also as Generalized Mixed Logit Model (G-MXL).   n is 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.

26. 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 Type of pork meatOdourFlavour Overall acceptability Original sausage from boar meat5.40 c (1.43)5.62 c (1.56)5.46 c (1.61) Flavoured 1 sausage from boar meat6.51 a (1.27)6.36 b (1.26)6.42 a (1.18) Original sausage from castrated meat5.69 b (1.19)6.20 b (1.33)5.91 b (1.30) Flavoured 1 sausage from castrated meat6.62ª (1.16)6.69 a (1.18)6.62 a (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.

27. 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 sensoryPost sensory Random Parameters in utility functions (  ) Boar animal0.28** a -0.01 b Private Brand-0.21*** a -0.26*** a Flavoured 1 -0.47** b 0.50** a Non-Random Parameters in utility functions (  ) Price-1.69***-1.51*** Opt-Out-0.40***0.02 Diagonal values in Cholesky matrix Non-castrated animal1.20***1.04*** Private brand0.040.46** Flavoured0.280.70*** Covariances of the Random parameters Private Brand : Non-castrated animal-0.11-0.01 Flavoured : Non-castrated animal-0.20-0.07 Flavoured : Private brand0.07-0.48* scale parameters Variance parameter tau in scale parameter1.10***0.01 Weighting parameter Gamma0.41***0.72*** Standard deviations of parameters distribution Std. Dev. Non-castrated animal1.20***1.04*** Std. Dev. Private brand0.100.47*** Std. Dev. Other Spanish origin1.19***1.25*** Log-Likelihood (θ)-1,529.54-1,418.39 Log-Likelihood (0)-1,931.32 LL ratio test803.55 (0.000)1,025.87 (0.000) Pseudo R 2 0.2080.265 AIC/N2.5762.391  The POSITIVE/NEGATIVE sign of the coefficient implies HIGHER/LOWER levels of UTILITY associated with these attributes’ levels

28. 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 sensoryPost sensory Random Parameters in utility functions (  ) Boar animal0.28** a -0.01 b Private Brand-0.21*** a -0.26*** a Flavoured 1 -0.47** b 0.50** a Non-Random Parameters in utility functions (  ) Price-1.69***-1.51*** Opt-Out-0.40***0.02 Diagonal values in Cholesky matrix Non-castrated animal1.20***1.04*** Private brand0.040.46** Flavoured0.280.70*** Covariances of the Random parameters Private Brand : Non-castrated animal-0.11-0.01 Flavoured : Non-castrated animal-0.20-0.07 Flavoured : Private brand0.07-0.48* scale parameters Variance parameter tau in scale parameter1.10***0.01 Weighting parameter Gamma0.41***0.72*** Standard deviations of parameters distribution Std. Dev. Non-castrated animal1.20***1.04*** Std. Dev. Private brand0.100.47*** Std. Dev. Other Spanish origin1.19***1.25*** Log-Likelihood (θ)-1,529.54-1,418.39 Log-Likelihood (0)-1,931.32 LL ratio test803.55 (0.000)1,025.87 (0.000) Pseudo R 2 0.2080.265 AIC/N2.5762.391  BEFORE THE HEDONIC VALUATION EXPERIENCE, consumers exhibit a preference for meat obtained from PIGS REARED IN NATURAL CONDITION (i.e. non castrated) as a potential preference for a positive pig welfare

29. 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 sensoryPost sensory Random Parameters in utility functions (  ) Boar animal0.28** a -0.01 b Private Brand-0.21*** a -0.26*** a Flavoured 1 -0.47** b 0.50** a Non-Random Parameters in utility functions (  ) Price-1.69***-1.51*** Opt-Out-0.40***0.02 a Diagonal values in Cholesky matrix Non-castrated animal1.20***1.04*** Private brand0.040.46** Flavoured0.280.70*** Covariances of the Random parameters Private Brand : Non-castrated animal-0.11-0.01 Flavoured : Non-castrated animal-0.20-0.07 Flavoured : Private brand0.07-0.48* scale parameters Variance parameter tau in scale parameter1.10***0.01 Weighting parameter Gamma0.41***0.72*** Standard deviations of parameters distribution Std. Dev. Non-castrated animal1.20***1.04*** Std. Dev. Private brand0.100.47*** Std. Dev. Other Spanish origin1.19***1.25*** Log-Likelihood (θ)-1,529.54-1,418.39 Log-Likelihood (0)-1,931.32 LL ratio test803.55 (0.000)1,025.87 (0.000) Pseudo R 2 0.2080.265 AIC/N2.5762.391  However, AFTER TESTING the different sausage products, consumers were AWARE OF THE IMPORTANCE OF CASTRATION on meat quality but not statistically significant.

30. 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 sensoryPost sensory Random Parameters in utility functions (  ) Boar animal0.28** a -0.01 b Private Brand-0.21*** a -0.26*** a Flavoured 1 -0.47** b 0.50** a Non-Random Parameters in utility functions (  ) Price-1.69***-1.51*** Opt-Out-0.40***0.02 Diagonal values in Cholesky matrix Non-castrated animal1.20***1.04*** Private brand0.040.46** Flavoured0.280.70*** Covariances of the Random parameters Private Brand : Non-castrated animal-0.11-0.01 Flavoured : Non-castrated animal-0.20-0.07 Flavoured : Private brand0.07-0.48* scale parameters Variance parameter tau in scale parameter1.10***0.01 Weighting parameter Gamma0.41***0.72*** Standard deviations of parameters distribution Std. Dev. Non-castrated animal1.20***1.04*** Std. Dev. Private brand0.100.47*** Std. Dev. Other Spanish origin1.19***1.25*** Log-Likelihood (θ)-1,529.54-1,418.39 Log-Likelihood (0)-1,931.32 LL ratio test803.55 (0.000)1,025.87 (0.000) Pseudo R 2 0.2080.265 AIC/N2.5762.391  For the BRAND ATTRIBUTE preference, consumers showed a rejection of private brands with NON-SIGNIFICANT DIFFERENCES BEFORE and AFTER the hedonic test

31. 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 sensoryPost sensory Random Parameters in utility functions (  ) Boar animal0.28** a -0.01 b Private Brand-0.21*** a -0.26*** a Flavoured 1 -0.47** b 0.50** a Non-Random Parameters in utility functions (  ) Price-1.69***-1.51*** Opt-Out-0.40***0.02 Diagonal values in Cholesky matrix Non-castrated animal1.20***1.04*** Private brand0.040.46** Flavoured0.280.70*** Covariances of the Random parameters Private Brand : Non-castrated animal-0.11-0.01 Flavoured : Non-castrated animal-0.20-0.07 Flavoured : Private brand0.07-0.48* scale parameters Variance parameter tau in scale parameter1.10***0.01 Weighting parameter Gamma0.41***0.72*** Standard deviations of parameters distribution Std. Dev. Non-castrated animal1.20***1.04*** Std. Dev. Private brand0.100.47*** Std. Dev. Other Spanish origin1.19***1.25*** Log-Likelihood (θ)-1,529.54-1,418.39 Log-Likelihood (0)-1,931.32 LL ratio test803.55 (0.000)1,025.87 (0.000) Pseudo R 2 0.2080.265 AIC/N2.5762.391  Focusing on the FLAVOUR ATTRIBUTE, consumers before testing the products showed a NEGATIVE EXPECTED PREFERENCE. However, after the testing their utility become positive with highly significant difference

32. 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 sensoryPost sensory Random Parameters in utility functions (  ) Boar animal0.28** a -0.01 b Private Brand-0.21*** a -0.26*** a Flavoured 1 -0.47** b 0.50** a Non-Random Parameters in utility functions (  ) Price-1.69***-1.51*** Opt-Out-0.40***0.02 Diagonal values in Cholesky matrix Non-castrated animal1.20***1.04*** Private brand0.040.46** Flavoured0.280.70*** Covariances of the Random parameters Private Brand : Non-castrated animal-0.11-0.01 Flavoured : Non-castrated animal-0.20-0.07 Flavoured : Private brand0.07-0.48* scale parameters Variance parameter tau in scale parameter1.10***0.01 Weighting parameter Gamma0.41***0.72*** Standard deviations of parameters distribution Std. Dev. Non-castrated animal1.20***1.04*** Std. Dev. Private brand0.100.47*** Std. Dev. Other Spanish origin1.19***1.25*** Log-Likelihood (θ)-1,529.54-1,418.39 Log-Likelihood (0)-1,931.32 LL ratio test803.55 (0.000)1,025.87 (0.000) Pseudo R 2 0.2080.265 AIC/N2.5762.391  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 value in the post experiment.  After the sensory experience the VARIATION OF THE DEGREE of RANDOMNESS in their final decision and hence their degree of UNCERTAINTY DECREASED significantly.  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 value in the post experiment.  After the sensory experience the VARIATION OF THE DEGREE of RANDOMNESS in their final decision and hence their degree of UNCERTAINTY DECREASED significantly.

33. 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 sensoryPost sensory Random Parameters in utility functions (  ) Boar animal0.28** a -0.01 b Private Brand-0.21*** a -0.26*** a Flavoured 1 -0.47** b 0.50** a Non-Random Parameters in utility functions (  ) Price-1.69***-1.51*** Opt-Out-0.40***0.02 Diagonal values in Cholesky matrix Non-castrated animal1.20***1.04*** Private brand0.040.46** Flavoured0.280.70*** Covariances of the Random parameters Private Brand : Non-castrated animal-0.11-0.01 Flavoured : Non-castrated animal-0.20-0.07 Flavoured : Private brand0.07-0.48* scale parameters Variance parameter tau in scale parameter1.10***0.01 Weighting parameter Gamma0.41***0.72*** Standard deviations of parameters distribution Std. Dev. Non-castrated animal1.20***1.04*** Std. Dev. Private brand0.100.47*** Std. Dev. Other Spanish origin1.19***1.25*** Log-Likelihood (θ)-1,529.54-1,418.39 Log-Likelihood (0)-1,931.32 LL ratio test803.55 (0.000)1,025.87 (0.000) Pseudo R 2 0.2080.265 AIC/N2.5762.391  Regarding the UNOBSERVED TASTE (PREFERENCE) HETEROGENEITY, it is captured by the standard deviation of the random parameters.  The estimated models showed STATISTICALLY SIGNIFICANT RESULTS with the exception of the private brand in the pre sensory.  Regarding the UNOBSERVED TASTE (PREFERENCE) HETEROGENEITY, it is captured by the standard deviation of the random parameters.  The estimated models showed STATISTICALLY SIGNIFICANT RESULTS with the exception of the private brand in the pre sensory.

34. 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 sensoryPost sensory Random Parameters in utility functions (  ) Boar animal0.28** a -0.01 b Private Brand-0.21*** a -0.26*** a Flavoured 1 -0.47** b 0.50** a Non-Random Parameters in utility functions (  ) Price-1.69***-1.51*** Opt-Out-0.40***0.02 Diagonal values in Cholesky matrix Non-castrated animal1.20***1.04*** Private brand0.040.46** Flavoured0.280.70*** Covariances of the Random parameters Private Brand : Non-castrated animal-0.11-0.01 Flavoured : Non-castrated animal-0.20-0.07 Flavoured : Private brand0.07-0.48* scale parameters Variance parameter tau in scale parameter1.10***0.01 Weighting parameter Gamma0.41***0.72*** Standard deviations of parameters distribution Std. Dev. Non-castrated animal1.20***1.04*** Std. Dev. Private brand0.100.47*** Std. Dev. Other Spanish origin1.19***1.25*** Log-Likelihood (θ)-1,529.54-1,418.39 Log-Likelihood (0)-1,931.32 LL ratio test803.55 (0.000)1,025.87 (0.000) Pseudo R 2 0.2080.265 AIC/N2.5762.391  The main MOTIVATION OF THE G-MNL model is to SEPARATE the estimation of SCALE heterogeneity from TASTE heterogeneity, identified by the gamma parameter.  GAMMA in both model is RELATIVELY far from ZERO. Which implies that both heterogeneity tend to be INDEPENDENT. This INDEPENDENCE is emphasized in the POST EXPERIMENT. Gamma increased from 0.41 to 0.72 and thus both types of heterogeneity becomes MORE INDEPENDENTLY identified  The main MOTIVATION OF THE G-MNL model is to SEPARATE the estimation of SCALE heterogeneity from TASTE heterogeneity, identified by the gamma parameter.  GAMMA in both model is RELATIVELY far from ZERO. Which implies that both heterogeneity tend to be INDEPENDENT. This INDEPENDENCE is emphasized in the POST EXPERIMENT. Gamma increased from 0.41 to 0.72 and thus both types of heterogeneity becomes MORE INDEPENDENTLY identified

35. 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 SENSORY EXPERIENCE for the different frankfurter sausages with the main identified STRATEGY of masking BOAR TAINT, have had impact ON BOTH THE SCALE AND PREFERENCE HETEROGENEITY by affecting the TAU and the GAMMA mixing estimates of the scale parameter.

36. 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.

37. 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 on the attributes NON- ATTENDANCE and on the INTERNAL and EXTERNAL VALIDITY of choices  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 on the attributes NON- ATTENDANCE and on the INTERNAL and EXTERNAL VALIDITY of choices

38. 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