Story Completion technique: A useful methodology to evaluate the risk perception of consumers from different regions of Brazil about cheeses sold at open markets

Story Completion technique was used to investigate the perception of consumers ( n = 326) from different regions of Brazil about cheeses sold at open markets. Consumers were divided into low‐risk (would buy the cheese) and the high‐risk (would not buy the cheese) groups based on the outcome of the story. In the low‐risk group, the consumers from North and Southeast regions would buy the products due to the quality and technology, while those...