influenced the flavor and juicy responses. Location did have an effect on
consumer responses, but this is expected in studies where multiple locations
are utilized within a state. The value cut, ribeye, and top sirloin
were all found to be tender cuts which may have caused consumers to
base their overall like scores on the flavor of the steak. The value cuts
obtained fromthe chuck roll (Denver or Delmonico) could be a popular
cut for the industry, but more research is necessary with more typical
consumers that are further removed froman agricultural/animal production
environment. Using an education platform similar to our study
would allow these naïve beef consumers an opportunity to learn while
sampling and thus establishing a higher order learning process that
could lead to action. In this case, requesting value cuts from their local
butcher could ultimately drive more value up the beef market chain.