Howard Moskowitz  , Dorit Cohen  , Bert Krieger  , 
    Interest and Response- Times - Measures of Consumer Responses to Concepts,
    Journal of Food Technology,
    Volume 3,Issue 2,
    2005,
    Pages 161-169,
    ISSN 1684-8462,
    jftech.2005.161.169,
    (https://makhillpublications.co/view-article.php?doi=jftech.2005.161.169)
    Abstract: This study presents a case history showing two aspects of consumer reactions to concepts. The approach used conjoint analysis to measure the impact of each concept element on two variables; interest, and response-time. The response-times were allocated to two hypothesized processes; a primary stage (not traceable to elements), and to a secondary stage (traceable to elements). Across seven countries there are clear country-to-country differences in the proportion of the response-time allocated to the primary and secondary stages.
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