In this study, we investigated which piece
of information collected with sensory evaluation tools exhibits better predictive capacity on the
willingness to pay: information about preferences for a sensory quality attribute using hedonic
scales or information about the perceived intensity for the same attribute using intensity scales.
We also estimated if extrinsic or intrinsic quality exerts a similar impact on a consumer’s
willingness to pay. We conducted a sensory evaluation along with experimental auctions using
three different apple varieties with college students in metropolitan Lima, Peru. Findings from
this study show that the information collected on preference for apple quality attributes has a
better explanatory capability for willingness to pay than does information regarding consumers’
perceived intensity for the same attribute. The explanatory capability was measured using
measures of goodness-of-fit. We also prove that willingness to pay was driven both by the
apple variety’s induced intrinsic quality attributes and its extrinsic cues. The results add to the
existing body of literature intended to improve the understanding of consumer food choice
behavior.
