Professor <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Svein Ottar Olsen, phD, is also the project leader of project 2.4. He is from the Norwegian Institute for Fisheries and Aquaculture and Norwegian College of Fishery Science, University of Tromsø, Professor Olsen has carried out research in consumer studies and marketing research in several countries in Europe, USA, Asia and New Zealand. His research interests are on the general level attitude-behavioural models and measurements, food consumption behaviour, survey research and structural equation modelling (LISREL). He has published articles in leading marketing and international business journals in the area of perceived quality, consumer satisfaction and loyalty, food ambivalence, survey methodology, and use of marketing information. He has also published in leading food science journals in the area of food preference measurement, (sea)food attitudes models and (sea)food marketing and segmentation.