Sensory shelf life estimation of minimally processed lettuce considering two stages of consumers' decision-making process. 
The aim of the present work was to study the influence of context, particularly the stage of the decision-making process (purchase vs consumption stage), on sensory shelf life of minimally processed lettuce.  Leaves of butterhead lettuce were placed in common polypropylene bags and stored at 5, 10 and 15 degrees C. Periodically, a panel of six assessors evaluated the appearance of the samples, and a panel of 40 consumers evaluated their appearance and answered "yes" or "no" to the questions: "Imagine you are in a supermarket, you want to buy a minimally processed lettuce, and you find a package of lettuce with leaves like this, would you normally buy it?"  and "Imagine you have this leaf of lettuce stored in your refrigerator, would you normally consume it?".  Survival analysis was used to calculate the shelf lives of minimally processed lettuce, considering both decision-making stages.  Shelf lives estimated considering rejection to purchase were significantly lower than those estimated considering rejection to consume.  Therefore, in order to be conservative and assure the products' quality, shelf life should be estimated considering consumers' rejection to purchase instead of rejection to consume, as traditionally has been done.  On the other hand, results from logistic regressions of consumers' rejection percentage as a function of the evaluated appearance attributes suggested that consumers considered them differently while deciding whether to purchase or to consume minimally processed lettuce.