the production methods/production distance (locally produced, organic, conventionally produced, intensively produced) and product type (raw porkmeat, marinated porkslices, sausage), with the interview location (Espoo, Mikkeli) acting as the subject variable. In addition to mean ratings, we also calculated the percentages of associations that gave a positive or negative score for each stimulus. The software used for the quantitative analyses was SPSS.12.0 for Windows (2003).
The elicited associations were qualitatively analysed by means of content analysis. The analysis proceeded sequentially from the initial search of recurrent themes to the classification of each elicited association into one of the 32 categories. Finally, these categories were reduced to the 18 categories presented in this article.
Ten was used as the reduction cut-off, i.e., the association need to be mentioned at least 10 times when all the products were combined.
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