The authors compare two conjoint analysis approaches eliciting consumer preferences among different product profiles of iced coffees in Norway: Rating-based and Choice-based conjoint experiments. In the conjoint experiments, stimuli were presented in the form of mock-up pictures of iced coffees varying in coffee type, production origin, calorie content and price, following an orthogonal design. One group of participants (n = 101) performed a rating task of 12 iced coffees whereas another group (n = 102) performed a choice task on 20 iced coffees presented in eight triads. Then, all participants performed self-explicated rating and ranking evaluations of the iced coffee attributes. The rating data were analysed by a Mixed Model ANOVA while the choice data were analysed by a Mixed Logit Model. Both models include conjoint factors, demographic variables and their interactions. Results show that the two approaches share similar main results, where consumers prefer low calorie and low price iced coffee products. However, additional effects are detected within each of the two approaches. Further, self-explicated measures indicate that coffee type is the primary attribute for consumers' selection of iced coffee. The two conjoint approaches are compared and discussed in terms of experimental designs, data analysis methodologies, outcomes, user-friendliness of the results interpretation, estimation power and practical issues.

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Objective: To assess impacts of the nationwide Norwegian School Fruit Scheme (NSFS) using nationally representative data. Design: The NSFS is organized such that primary-school children (grades 1-7) are randomly assigned to one of three school fruit arrangements: (i) the child receives one free fruit or vegetable per day; (ii) the child is given the option to subscribe to one fruit or vegetable per day at a subsidized price; and (iii) the child attends a school that has no school fruit arrangement. Setting: Data from an Internet survey are used to compare child and parental fruit and vegetable intakes across the three NSFS groups focusing mainly on groups (i) and (iii). The analysis was conducted using multivariate regression techniques. Subjects: Parents of primary-school children (n 1423) who report on behalf of themselves and their children. Results: Children who receive free school fruit eat on average 0?36 more fruit portions daily -or 25?0 % more fruits -than children who attend schools with no fruit arrangement (P , 0?001). Moreover, parents of children who receive free school fruit eat on average 0?19 more fruit portions daily -or 12?5 % more fruitsthan parents of children who attend schools with no fruit arrangement (P 5 0?040). No significant associations were found between the NSFS and the vegetable intakes of children and their parents.

Order of Authors: Valérie L Almli, MSc.; Arnstein Øvrum, MSc.; Margrethe Hersleth, Ph.D.; Trygve Almøy, Ph.D.; Tormod Naes, Ph.D.Abstract: Stated preference conjoint experiments and self-explicated measures based on rating and ranking approaches were conducted to investigate Norwegian consumers' choices among healthier and organically produced semi-hard cheeses. In the conjoint experiments, one group of participants (n=114) performed a rating task of eight cheeses whereas the other group (n=105) performed a ranking task of the same cheeses, all based on pictorial stimuli only. Then, all participants performed self-explicated rating and ranking evaluations of the cheese attributes. Conjoint rating data were analysed by mixed model ANOVA, while conjoint ranking data were analysed by mixed logit. The different approaches are compared in terms of data analysis methodologies, outcomes and practicalities for the experimenter as well as for the respondents. Rather than average population effects, focus is brought on individual preferences and consumer segmentation. Findings reveal that the two conjoint experiments lead to similar population effects and consumer segments. Consumers on average prefer cheeses of new (healthier) fat composition, organic production and lower price to cheeses of regular fat composition, conventional production and higher price. Two consumer segments are investigated. Consumers in the New fat segment are health-conscious, whereas consumers in the Regular fat segment are attracted by conventional cheese and lower prices. Self-explicated ratings of the cheese attributes corroborate these findings. Highlights Conjoint rating, conjoint ranking and direct attribute evaluations are compared  A new approach to investigate individual preferences in mixed logit is proposed  Results from conjoint approaches corroborate direct attribute ratings  Health conscious consumers prefer healthier-fat cheese to low-fat cheese *Highlights (for review) Abstract 12Stated preference conjoint experiments and self-explicated measures based on rating and 13 ranking approaches were conducted to investigate Norwegian consumers' choices among 14 healthier and organically produced semi-hard cheeses. In the conjoint experiments, one group 15 of participants (n=114) performed a rating task of eight cheeses whereas the other group 16 (n=105) performed a ranking task of the same cheeses, all based on pictorial stimuli only. 17 Then, all participants performed self-explicated rating and ranking evaluations of the cheese 18 attributes. Conjoint rating data were analysed by mixed model ANOVA, while conjoint 19 ranking data were analysed by mixed logit. The different approaches are compared in terms of 20 data analysis methodologies, outcomes and practicalities for the experimenter as well as for 21 the respondents. Rather than average population effects, focus is brought on individual 22