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curiosity fulfillment. Such differences may not only lead consumers to have different evaluations of flowers, but also are highly likely to influence consumers' behavior in searching for information and variety in the floral market, and thus impact the

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Benjamin J. Glover, Tina M. Waliczek, and Jean-Marc Gandonou

group researchers reviewed the questionnaire before administration, and questions were based on those from previous reliable and valid studies of consumer behavior ( Cornelissen et al., 2008 ; Helfand et al., 2006 ; Hustvedt and Dickinson, 2009

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Phillip M. Mohebalian, Francisco X. Aguilar, and Mihaela M. Cernusca

choice theory to quantitatively compare choice alternatives and social values based on criminal offense and corresponding judicial sentences. Modern use of choice theory is applied in economic and marketing studies to model consumer behavior. McFadden

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Julie Campbell, Alicia Rihn, and Hayk Khachatryan

potential drawbacks of the methodology. Furthermore, online surveys have been used successfully in many other studies addressing consumer behavior ( Campbell and Campbell, 2019 ; Campbell et al., 2016 ; Dahlin et al., 2016 ; Khachatryan et al., 2016

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Chengyan Yue, R. Karina Gallardo, James J. Luby, Alicia L. Rihn, James R. McFerson, Vicki McCracken, Tom Gradziel, Ksenija Gasic, Gregory L. Reighard, John Clark, and Amy Iezzoni

approach to consumer behavior theory J. Polit. Econ. 74 132 157 Luby, J. Shaw, D. 2001 Does marker-assisted selection make dollars and sense in a fruit breeding program? HortScience 36 872 879 McCarter, M.W. Caza, A. 2009 Audience response systems as a data

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Chengyan Yue, R. Karina Gallardo, James Luby, Alicia Rihn, James R. McFerson, Vicki McCracken, Vance M. Whitaker, Chad E. Finn, James F. Hancock, Cholani Weebadde, Audrey Sebolt, and Amy Iezzoni

, J. Vicente, E. Manzzioini, A. Ares, G. 2010 Application of a check-all-that-apply question for the evaluation of strawberry cultivars from a breeding program J. Sci. Food Agr. 90 2268 2275 Lancaster, K.J. 1966 A new approach to consumer behavior

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Zhifeng Gao, Marilyn Swisher, and Xin Zhao

eco-labeling in US farmers’ markets. Electronic report from the Economic Research Service, USDA. Retrieved January 17:2005–2005 Nelson, P. 1970 Information and consumer behavior J. Polit. Econ. 78 311 329 Trobe, H.L. 2001 Farmers’ markets: Consuming

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Kathleen M. Kelley, James C. Sellmer, and Rebecca H. Robert

gardener or “gardening experience” the community members possessed. After participants submitted their completed survey, they were directed to a “thank you” page. Statistical analysis Data pertaining to consumer behavior and preference questions were

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Hye-Ji Kim

and their requirements and consumer behavior ( Mangan et al., 2008 ). Alternative specialty crops can help farmers gain access to regional, domestic, and global markets with new products. Most specialty crops for fresh consumption are sold through

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Kathleen Kelley, Jeffrey Hyde, James Travis, and Robert Crassweller

( α = 0.05) in Compusense® five. Data pertaining to consumer behavior and preference questions were analyzed with SPSS (version 17; SPSS, Chicago, IL) using Pearson's chi-square statistic ( P ≤ 0.05). Results and discussion Demographic profile Of the