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10-point hedonic scale AGRICULTURAL MARKETING SERVICE ascertained characteristics influencing favorable characterize the peas chlorophyll conversion cluster 9 households clusters of households CONSUMER PREFERENCE decide to give expected score experiment Form of peas frozen peas GRADE A GRADE grade liked better grade was rated grades A-B grades B-C grades of peas grades were mutually grades were taste hedonic scale shown higher grades homemakers gave Homemakers who rated influencing favorable ratings interview Homemakers large overmature peas left last week lowest grade MEAN PREFERENCE SCORES mean scores Number of homemakers overall quality peas I left peas were considerably percent were uncritical Percentages add peroxidase physical measurements preference ratings PREFERENCES FOR FROZEN rated after grade rated Grade rated the grades respondents scale point scores for grades separate quality factors shown in figure single stimulus method small panel standard for grade subjects taste of grades tenderness of grade U.S. DEPARTMENT uncritical of grade Unfavorable values show