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Mennecke, B. E., Townsend, A. M., Hayes, D. J., & Lonergan, S. M. (2007). A study of the factors that influence consumer attitudes toward beef products using the conjoint market analysis tool. J. Anim Sci., , jas.2006–495-.
Abstract: This study utilizes an analysis technique commonly used in marketing, the conjoint method, to examine the relative utilities of a set of beef steak characteristics considered by a national sample of 1,432 US consumers, as well as additional localized samples representing undergraduate students at a business college and in an animal science department. The analyses indicate that among all respondents, region of origin is by far the most important characteristic; this is followed by animal breed, traceability, animal feed, and beef quality. Alternatively, the cost of cut, farm ownership, the use (or non-use) of growth promoters, and whether the product is guaranteed tender were the least important factors. Results for animal science undergraduates are similar to the aggregate results except that these students emphasized beef quality at the expense of traceability and the non-use of growth promoters. Business students also emphasized region of origin but then emphasized traceability and cost. The ideal steak for the national sample is from a locally produced choice Angus, fed a mixture of grain and grass that is traceable to the farm or origin. If the product was not produced locally respondents indicated that their preferred production states are, in order from most to least preferred, Iowa, Texas, Nebraska and Kansas.
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McCall, C. A. (1990). A Review of Learning Behavior in Horses and its Application in Horse Training. J. Anim Sci., 68(1), 75–81.
Abstract: A literature review of the equine learning research conducted in the past 20 yr revealed that the purpose of most of the studies was to determine whether horses respond to learning situations in the same way that other animals do. The results indicated that horses can discriminate many different types of stimuli, and they learn through stimulus-response- reinforcement chains. Most equine learning studies have utilized learning tasks depending on primary positive reinforcement to get the horses to work the tests. Yet, the majority of horse trainers use negative reinforcement more often than primary positive reinforcement in their training procedures. Therefore, past research often did not have a direct application to training methods commonly utilized in the horse industry. Research also demonstrated that 1) early experiences of horses can affect learning ability later, 2) equine memory is efficient and 3) concentrating learning mals in long training sessions decreases equine learning efficiency. Many factors that might affect equine learning ability and be applicable to training practices in the horse industry have not been thoroughly investigated; for example, interactions between nutrition and learning and between exercise and learning, the use of negative and secondary reinforcements in horse training, and the horse's ability to make few initial errors compared to its ability to eliminate errors as training progresses all require investigation in future equine learning studies. N1 -
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