Additional index words. blueberry breeding, flavor, fruit quality, Vaccinium corymbosumAbstract.Blueberriesareahigh-valuefruitthathasexperiencedextraordinarygrowthinconsumption in the past decade. Maintaining this growing market requires an un-derstandingofthecurrentmarketanditspotentialforexpansion.Toassaytheimpactof36 specific blueberry sensory and psychological traits on consumer interest, a blueberryfruitqualitystudywasconstructedusingtechniquesthatallowmanyfeaturestobetestedin an analysis by combining specifics from different categories that describe a product.Individual traits that most impact the likelihood of fruit purchase were identified. Sweetand intense blueberry flavor yielded the most positive purchase interest, whereas badtexture attributes such as seediness were the most detrimental to interest. It was alsopossible to define two interest segments within the survey population that shared similarresponses to particular experimentally assayed traits. The larger segment of the samplepopulation (61%) was most interested in the aspects of blueberry flavor, whereas thesecond segment of respondents (39%) was most influenced by health aspects commonlyassociatedwithblueberryfruitconsumption.Bothsegmentsrespondednegativelytobadtexture. This study suggests that breeders and producers should exploit genetic andenvironmental variables that contribute to improved blueberry flavor and that market-ing strategies to sell blueberry cultivars of superior flavor may be appropriate.Blueberries [northernhighbush( Vacciniumcorymbosum), southern highbush (V. corym-bosum hybrids), rabbiteye (V. virgatum), andlowbush (V. angustifolium)] are an economi-cally important small fruit crop in the UnitedStates with 277 million pounds harvestedfor fresh production valued at $850.8 millionU.S. in 2012 (USDA, 2013). Blueberry acre-age continues to increase worldwide in ac-cordance with growing demand for theseantioxidant-rich fruit. Although native toNorth America, breeding programs have de-veloped blueberry cultivars that grow in awider array of climates, allowing productionto flourish in South America, Europe, Asia,and Australia. Global highbush blueberry pro-duction passed the one billion pound mark in2012 and continues to accelerate (Brazelton,2013). Historically, many traits have beenselected for in blueberry breeding programswith producers in mind, including climaticadaptation, yield, mechanical harvest poten-tial, and disease resistance. Conversely, thefruit quality traits of interest to the consumerarewhatshouldultimatelyfuelproductionandprofitability. In recent surveys, only 48% ofU.S. consumers had bought blueberries in thepast 12 months compared with 88% of con-sumers who had bought the highest sellingfruit, bananas (Fresh Trends, 2013). Of the48% of U.S. consumers who purchased blue-berries in the past year, 15% of these con-sumers were reportedly regular buyers ofblueberries (Brazelton, 2013; Fresh Trends,2013). Converting seldom purchasers intofrequent purchasers through product satisfac-tion could have a beneficial impact on theblueberry market. To provide this level ofproduct satisfaction, it is critical to assess theexpectations and desires of the current blue-berry consumer to make sure these parametersare being met. Increasing market penetrationfor the 50% of consumers who did notpurchase blueberries in the past 3 years willbeimportantto drive continuedexpansionofblueberryproductionaswell(Brazelton,2013;Fresh Trends, 2013).Developing a new blueberry cultivar withimproved traits for the producer or consumeris a long-termprocess.From thetimeaninitialcross between two blueberry parents is made,the earliest a resulting progeny is typical-ly considered for release is 10 years. Thisplant must then be marketed to nurseries orfarmerswhomasspropagatetheclones,whichmeansthattheblueberrybreederdesigningtheparental crosses is catering to an industrynearly two decades in the future. Breedersoften work closely with the producers and aretherefore aware of the changing needs offarmers. However, consumer satisfaction withthe end product is influencing new directionsin research and development of horticul-tural crops, encouraging breeder focus ontraits such as improved strawberry (Fragaria·ananassa) flavor (Colquhoun et al., 2012)andflowerfragrance(Levinetal.,2012).Withlengthy breeding cycles, it is critical to em-pirically assay the psychological influences ofconsumer blueberry purchases before com-mitting to years of manipulating traits thatmay not actually affect marketability. Addi-tionally, this information could be used totailor messages directed to the consumerthrough commercial marketing, in advertise-ments, and on packaging.When a consumer encounters a product,multiple attributes of the product may in-fluence their purchase decision. The con-sumer may not necessarily be rational orconsciously aware of the reasoning for thisdecision, and outright asking of the consumerto identify their desires may introduce cog-nitive bias (DellaVigna, 2009; Price and Riis,2012; Redelmeier and Dickinson, 2011).Additionally, attempting to test a high num-ber of variables for psychological impact cancause subject frustration and cognitive bur-den (Park and Lessig, 1981). Both of theseissues can be tackled using modified conjointanalysis and rule-developing experimenta-tion. In this approach, the consumer is pre-sented with sets of three to four individualdescriptive phrases or elements at a time,which reduces the variable load on the re-spondent. Byposingmanyscenarios inwhicha product has a few attributes in differentcombinations, it is then possible to pull outindividually impactful elements from thescheme (Behe, 2006; Behe et al., 1999,2013; Jaeger et al., 2011; Moskowitz, 2012;Moskowitz et al., 2006; Moskowitz andGofman, 2007). This method has been pre-viously implemented to analyze favorablecharacteristics of fresh strawberries andflowers as a tool to guide breeding efforts inthese horticultural crops (Colquhoun et al.,2012; Levin et al., 2012). The strawberrystudy identified sweetness and complex fla-vors as the most important traits to con-sumers, resulting in a large amount of effortand resources that have been devoted tobiochemically characterizing strawberry fla-vor for identification of enhanced qualitycultivars (Schwieterman et al., 2014).This study was conducted as part of anongoing effort to implement consumer-assisted selection in horticultural breedingprograms. Consumer-assisted selection is anapproach to product development that seeksto identify which features are of most impor-tance to the end user, an ambition that can besometimes be diluted along a complex supplychain. We sought to identify which blueberrytraits are of most importance to consumersand may motivate purchase likelihood. Weconducted two consumer-assisted marketing