Determining Consumer Valuation of Differentiated Beef Steak Quality Attributes

Consumer sensory analysis provides consistent and accurate consumer preference rankings for experimental meat products. However, consumer valuation of product attributes has often been overlooked. Valuations provide a monetary standard for comparison among meat products and product attributes as well as across different studies, a weakness of consumer sensory rating scales. This paper discusses the use of consumer valuation in a consumer sensory panel setting focusing on an incentive compatible method where consumers have an incentive to truthfully reveal their values for a product.