U.S. Preferences for Fish and Seafood: An Evoked Set Analysis

This study used the concept of an "evoked set" to test hypotheses about the determinants of consumer preferences for seafood. Results indicate consumer preferences for seven major fish species (shrimp, lobster, catfish, cod, flounder, scallops, and salmon) are mainly a function of the consumer's geographical location and ethnicity. Consumer beliefs about fish product attributes (e.g., quality, flavor, nutrition) and product category use-experience (frequency of fish consumption) in general are not significant preference determinants, although important exceptions are noted. The composition of the evoked set may have different behavioral implications depending on whether fish consumption occurs in the home or in a restaurant setting.