A common practice in Iberian pigs is the castration of both males and females, and it can be carried out surgically or by immunization against gonadotropin-releasing factor (GnRF). The aim of this work was to determine consumers' overall liking and expectations towards Iberian pork from five different sex types (castrated females, entire females, GnRF-vaccinated females, castrated males and GnRF-vaccinated males), as well as to know the attitudes and beliefs of consumers towards castration and immunocastration. Loins from 83 Iberian pigs were collected and evaluated by 252 consumers in Barcelona and Madrid. Consumers evaluated the five types of meat in three situations: blind condition (tasting the product), expectations (without tasting) and informed condition. Finally, attitudes and beliefs towards castration and immunocastration were also determined. Results distinguished three segments of consumers labeled as "Indifferent", "Against castration and immunocastration" and "Against immunocastration". Meat from castrated males had higher overall liking scores in the blind condition. Expectations towards pork depending on its sex type affect consumer-informed acceptability; thus, it is important to consider marketing strategies to avoid or direct the effect of the information provided on the acceptability of the pork.
Keywords: assimilation; attitudes; beliefs; cognitive dissonance; disconfirmation.