An Evaluation of Common Predictors of Consumer Acceptance

Abstract
Three commonly used predictors (a lengthy paper and pencil questionnaire completed by the target consumers; an abreviated paper and pencil questionnaire completed by a similar group; and acceptance laboratory foods rated by an experienced panel) of consumer reactions to foods in the situation were compared on nine foods. The ratings on five of the foods were significantly different as a function of the type of measurement. Further analyses revealed that each type of measurement was inconsistent with the others in one or two instances. None of the traditional predictors was exceptionally more accurate or less accurate than the others.

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