Smoked bacon is a food consumed everywhere and previous work has focused on the sensory properties and acceptability of the product. However, little attention has been given to the non-sensory factors that drive sensory and hedonic perception of this product. In this context, the aim of this work was to study the influence of non-sensory factors on consumer behavior towards smoked bacon, using projective mapping coupled with conjoint analysis. Eight visual stimuli were created using a full factorial design with three factors (convenience, healthiness, and context of consumption), at two levels each. Ninety-five consumers positioned the stimuli in a two-dimensional space considering their similarities and differences, and then, rated their expected liking and purchase intention. According to the projective mapping, consumers based the representation of the stimuli on the three factors und...

The authors are indebted to São Paulo Research Foundation (FAPESP) for financial support the project No 2016/15012-2. E. Saldaña received the support of the “Consejo Nacional de Ciencia, Tecnología e Innovación Tecnológica - CONCYTEC” from Peru (CIENCIACTIVA programme, PhD scholarship contract agreement No. 104-2016-FONDECYT). J. Rios-Mera is thankful to “Coordenação de Aperfeiçoamento de Pessoal de Nível Superior” (CAPES) for the PhD scholarship. The authors would like to thank the reviewers, whose constructive comments have allowed us to improve this paper.

The authors are grateful to the São Paulo Research Foundation (FAPESP, Brazil) for funding the project No 2016/15012-2, and Cienciactiva for the Erick Saldaña PhD scholarship, from the “Consejo Nacional de Ciencia, Tecnología e Innovación Tecnológica (CONCYTEC, Peru; Contract 104-2016-FONDECYT).

The authors are grateful to the São Paulo Research Foundation (FAPESP, Brazil) for funding the project No. 2016/15012-2. Erick Saldaña received the support of the “Consejo Nacional de Ciencia, Tecnología e Innovación Tecnológica - CONCYTEC” from Peru, in the framework of the CIENCIACTIVA programme, through the award of a PhD scholarship under contract agreement No. 104-2016-FONDECYT.