Abstract As an extension of the current strategies employed to evaluate new products/attributes, this research presents a more realistic approach and obtains more accurate results through the combination of real choice experiments (RCEs) and sensory analysis. Two RCEs are carried out to mimic a real shopping scenario before and after experiencing the taste of extra virgin olive oils (EVOO) with a new attribute. Regular EVOO consumers evaluated the products under three different stages: i) purchase stage (i.e., evaluation based on search and credence attributes); ii) consumption stage (i.e., tasting to familiarise with the experience characteristics); iii) re-purchase stage (i.e., re-evaluating the products after the taste experience). Results indicate that in a typical purchase process, consumers form taste expectations based on quality certification attributes while after experiencing the real taste of the product, preferences change. These changes are also reflected in the willingness-to-pay (WTP) estimates given before and after tasting. The findings reveal that combining sensory analysis and RCEs is a promising strategy for the evaluation of new products/attributes.

中文翻译：

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一种结合感官和真实选择实验的扩展方法来检查新产品属性

摘要 作为现有评估新产品/属性策略的延伸，本研究通过真实选择实验（RCEs）和感官分析相结合，提出了一种更现实的方法并获得更准确的结果。在体验具有新属性的特级初榨橄榄油 (EVOO) 的味道之前和之后，进行了两次 RCE 以模拟真实的购物场景。普通 EVOO 消费者在三个不同阶段对产品进行评估：i) 购买阶段（即基于搜索和信任属性的评估）；ii) 消费阶段（即品尝以熟悉体验特征）；iii) 重新购买阶段（即在品尝体验后重新评估产品）。结果表明，在典型的购买过程中，消费者基于质量认证属性形成口味期望，而在体验产品的真实口味后，偏好会发生变化。这些变化也反映在品尝前后给出的支付意愿 (WTP) 估计中。研究结果表明，将感官分析和 RCE 相结合是评估新产品/属性的一种很有前景的策略。