“…18 consumers presented this type of data (1 from Argentina, 12 from Spain and 5 from USA), most probably because they did not concentrate on the task or did not understand it to start with. In other studies (Garitta et al, 2006;Hough, Langohr, Gó mez, & Curia, 2003) this type of inconsistent behavior was also observed. Although, as stated above, subjects who indicated they had vision problems were excluded from the test, there could have been some consumers who did not report their problem and thus produced inconsistent results.…”