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Previous research has shown that organic food labeling may lead consumers to biased processing of their preferences, the physiological mechanisms behind this phenomenon are not understood. For the first time, this manuscript combines consumer valuation and physiological measures to investigate the explicit and implicit preference dimensions of organic food. The explicit dimension was measured using the expected and actual degree of liking of two identical - but differently labeled - pear juices (organic and non-organic) while the implicit dimension was measured using the activity of the mylohyoid muscle (MM) and the 3D kinematics of the hand, and arm movements. Our findings reveal that the MM was activated during the pre-action phase, where participants observed the organic-labeled product, which suggests a selective anticipatory motor preparation. Moreover, kinematic analyses indicated that participants reached for the organic-labeled pear juice with a shorter reaction time and with more targeted grasping movements compared to the non-organic-labeled juice. In addition, the presence of the organic label significantly influenced consumers' degree of liking. Using this novel approach, these results contribute to a better understanding of the physiological mechanisms underlying consumers' behaviors toward organic food products., Competing Interests: Declaration of competing interest None., (Copyright © 2025 Elsevier Ltd. All rights reserved.)

Non-thermal food processing technologies are becoming more important in the organic food sector because, beyond preserving the organic feature, they could offer organic products with additional benefits in terms of enhanced nutritional content and healthiness as well as better sensory properties that could satisfy the more complex demands of organic consumers. Berries have a well-known health benefits and show increasing market shares in European markets while dehydration can increase the food convenience in terms of extended shelf-life. This study investigates for the first time organic consumers' stated preferences, attitudes and individual differences for a non-thermal organic processing technology. Specifically, we investigated consumers' preferences for organic dried strawberries varying in drying technology used, such as the most conventional (i.e. thermal) air drying and the most innovative (i.e. non-thermal) microwave drying, origin, price levels, and nutrient contents in three European countries: Norway, Romania and Turkey. Data from a total of 614 consumers were collected through an online choice experiment. Results show that on average consumers prefer organic dried strawberries produced with air drying technology that have national origin, with natural nutrient content and at low price, but country and individual differences are identified. Consumers who showed least rejection for microwave dried products are young, mostly from Norway and have higher positive attitudes towards new food technologies. Consumers who showed most rejection for microwave dried products are older, mostly from Turkey and have higher positive attitudes for organic, natural and ecological products. Organic producers who adopt microwave drying might better inform consumers about the characteristics, the process and highlight the nutritional benefits of such technology. Finally, this research informs policy makers about the need to define and regulate more clearly microwave drying as an organic technology, as well as to regulate labelling to ensure that consumers are not misled and correctly informed about the new technology., (Copyright © 2018 Elsevier Ltd. All rights reserved.)

Different strategies for investigating individual differences among consumers using choice experiments are compared. The paper is based on a consumer study of iced coffee in Norway. Consumers (n = 102) performed a choice task of twenty different iced coffee profiles varying in coffee type, production origin, calorie content and price following an orthogonal design. Consumer factors, such as socio-demographics, attitudes and habits, were also collected. Choice data will be analysed using two different clustering strategies. Strategy one is the most classical approach called Latent Class Logit (LCL) model, while Strategy two uses Mixed Logit (ML) model combined with Principal Component Analysis (PCA) for visual segmentation or with automatic clustering detection using Fuzzy C Means clustering (FCM). The clusters obtained can be interpreted using external consumer factors by using the Partial Least Square - Discrimination Analysis (PLS-DA) model. The different approaches are compared in terms of data analysis methodologies, modelling, outcomes, interpretation, flexibility, practical issues and user friendliness., (Copyright © 2018 Elsevier Ltd. All rights reserved.)

This work explores a new affective approach to projective mapping, based on consumers' choices or preferences. Two sessions, one week apart, were performed with the same consumers, using whole bread as a case study. Overall liking ratings (OL) were gathered in blind conditions and samples were also profiled by a trained panel using generic descriptive analysis. Three projective mapping tests were performed in different scenarios. Consumers' categorization and product descriptions were explored when consumers based their positioning on the products' similarities and differences (analytical approach, "classic napping") both in blind and informed conditions, and when consumers were focusing on their preference or choice (affective approach). The affective approach to projective mapping successfully revealed consumers' drivers of liking and choice from a holistic perspective, where consumers summarized their main drivers for categorizing products as they would do when choosing in real life situations, based on their preferences., (Copyright © 2017 Elsevier Ltd. All rights reserved.)