a summary result of consumer demographics and olive oil usage from the telephone screening and the exit survey. It can be seen that the total household income levels of participants were spread across the range and about 50% of the participants had post-baccalaureate degrees. Almost 45% of the participants lived with a spouse and/or children. For the sake of keeping the manuscript length short, we shall describe some of the findings as they were being confirmed by the means-end chains analysis results