We use choice experiments to investigate heterogeneity in preferences for a refrigerated ready-to-heat meal with an extended shelf life and the processing technology (i.e., microwave-assisted pasteurization) that provides that longevity. On average, an extra day of shelf life decreases the utility associated with purchasing and eating the meal. A segmentation analysis reveals the presence of convenience consumers, who are willing to pay a premium for a more convenient meal (with an extended shelf life), but the interaction effect of shelf life with technology reverts their willingness to pay for an extra day of shelf life, suggesting a negative reaction to the new technology. (EconLit Citations: Q13, Q16, Q19).

中文翻译：

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便利性的提高是否足以让消费者更喜欢新的食品加工技术？

我们使用选择实验来研究对具有延长保质期的冷藏即热餐和提供这种寿命的加工技术（即微波辅助巴氏杀菌）偏好的异质性。平均而言，额外一天的保质期会降低与购买和食用食物相关的效用。细分分析揭示了便利消费者的存在，他们愿意为更方便的餐点（延长保质期）支付溢价，但保质期与技术的交互作用恢复了他们为额外一天的保质期付费的意愿生活，暗示对新技术的负面反应。（EconLit 引文：Q13、Q16、Q19）。