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Results of Consumer Preference Studies

University of Missouri, Columbia¹

Abstract

THE problem of providing consumers with the quality of beef they prefer has been recognized by workers in many different areas. Some of our most vivid memories are associated with the disappointments we have encountered. We seem to remember in general the goodhess of meat but the disappointments we recall in more detail.

Much consumer preference has been inferred from laboratory panel observations with the implication that those consumers who disagree are misinformed or ignorant. The laboratory panel is concerned with attributes as may be determined by sensory taste tests. This is in contrast with surveys of attitudes or opinions. Sensory tests are used to determine discrimination or preference. If there are no discernible differences there can be no preferences. The foregoing should not be construed to mean that laboratory and survey methods are incompatible.

The function of consumer education is not to determine preference or likewise question consumers preference

¹ Series Paper No. 1698 approved by the Director of the Missouri Agriculture Experiment Station.