The Impact of Disclosing Freshness on Sensory Evaluation and Willingness to Pay for Fresh Seafood

Freshness is a key quality attribute in seafood, yet it is rarely labeled explicitly in the marketplace. This study examined how disclosing objective freshness information influences sensory evaluations and willingness to pay for red sea bream (Pagrus major) sashimi. Using a bioimpedance-based indicator that provides accurate, real-time freshness measurements, we conducted a within-subject tasting experiment structured in three sequential rounds (experimental conditions). In the first round, only basic product information was provided. In the second, participants were introduced to the freshness-measuring device and shown market-level freshness distributions. In the third round, the actual freshness level of each sashimi sample was disclosed. In the first two rounds, participants preferred and were willing to pay more for the less fresh sashimi, presumably due to more umami components. This trend reversed in the third round after disclosure. To interpret this reversal, we introduce two innovations. First, we used a revealed-preference approach by comparing evaluations of samples in the same objective freshness category before and after freshness prompts, identifying assimilation effects without relying on stated expectations. Second, we examined heterogeneity in treatment effects based on participants' connoisseurship-their ability to identify the fresher sample without labeling. Our findings suggest that, within the freshness range used in our experiment, freshness functions as an unperceived intrinsic cue: an objectively measurable attribute that does not influence consumer evaluation unless explicitly disclosed. These findings highlight the value of freshness labeling and the broader role of information in activating hidden quality perceptions, offering insights for improving consumer trust and choices in seafood markets.