A study of the influence of the use of images in a conjoint analysis combined with check-all-that apply (CATA) questions on jams was carried out. The relative importance of flavor and the information presented in the label in the willingness to purchase and the perception of how healthy the product is has been evaluated. Sixty consumers evaluated the stimuli presented only in text format (session 1), and another group of 60 consumers did so by receiving the stimuli in text format along with an image of the product (session 2). In addition, for each stimulus, consumers answered a CATA question consisting of 20 terms related to their involvement with the product. The perception of healthy increased when the texts were accompanied with images and also increased when the text included information. Willingness to purchase was only influenced by the flavor of the jams. The presence of images did not influence the CATA question's choice of terms, which were influenced by the information presented in the text. The use of a check-all-that-apply question in concepts provided an interesting possibility when they were combined with the results from the conjoint analysis, improving the comprehension of consumers' perception. Using CATA questions as an alternative way of evaluating consumer involvement seems to be beneficial and should be evaluated much further.
Keywords: CATA question; conjoint analysis; consumers; images; jam.
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