“…Concerning the appearance (freshness, presentation, etc), Almendarez-Hernández et al (2017), Can et al (2015), Hall and Amberg (2013), Kumar et al (2008) and Yousuf et al (2019) found similar results for fresh products, with higher consumer consumption rates than other presentations. Other studies have stated that consumers are willing to pay more for fresh seafood presentations than for other frozen presentations (Ankamah-Yeboah et al, 2019Bronnmann and Asche, 2017;Davidson et al, 2012), while specifically for farmed salmon, consumers are willing to pay more for redder colour options, even after knowing that the red colour is artificially added (Alfnes et al, 2006;Olesen et al, 2010Olesen et al, , 2006Steine et al, 2005). Moreover, other studies have found that fillet presentation is preferred over whole fish (Ankamah-Yeboah et al, 2019 and steak (Thong et al, 2015) presentations.…”