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The main purpose of this study resides essentially in the development of a new tool to quantify the biomass in the bioreactor operating under steady state conditions.

Modeling is the most relevant tool for understanding the functioning of some complex processes such as biological wastewater treatment. A steady state model equation of activated sludge model 1 (ASM1) was developed, especially for autotrophic biomass (XBA) and for oxygen uptake rate (OUR). Furthermore, a respirometric measurement, under steady state and endogenous conditions, was used as a new tool for quantifying the viable biomass concentration in the bioreactor.

The developed steady state equations simplified the sensitivity analysis and allowed the autotrophic biomass (XBA) quantification. Indeed, the XBA concentration was approximately 212 mg COD/L and 454 mgCOD/L for SRT, equal to 20 and 40 d, respectively. Under the steady state condition, monitoring of endogenous OUR permitted biomass quantification in the bioreactor. Comparing XBA obtained by the steady state equation and respirometric tool indicated a percentage deviation of about 3 to 13%. Modeling bioreactor using GPS-X showed an excellent agreement between simulation and experimental measurements concerning the XBA evolution.

These results confirmed the importance of respirometric measurements as a simple and available tool for quantifying biomass.

In a modern world increasingly perceived as uncertain, the mere purchase of a household cleaning product, or a seemingly harmless bottle of milk, conveys interrogations about potential hazards, from environmental to health impacts. The main purpose of this paper is to suggest that risk could be considered as one of the major dimensions of choice for a wide range of concerns and markets, alongside aspiration/satisfaction, and tackled efficiently by mobilizing the recent findings of cognitive sciences, neurosciences and evolutionary psychology. It is felt that consumer research could benefit more widely from psychological and evolutionary-grounded risk theories.

In this study, some 50 years of marketing management literature, as well as risk-specialized literature, was examined in an attempt to get a grasp of how risk is handled by consumer sciences and of whether they make some use of the most recent academic works on mental biases, non-mainstream decision-making processes or evolutionary roots of behavior. We then tested and formulated several hypotheses regarding risk profiles and preferences in the sector of insurance, by participating in an Axa Research Fund–Paris School of Economics research project.

It is suggested that consumer profiles could be enriched by risk-taking attitudes, that risk could be part of the “reason why” of brand positioning, and that brand, as well as public policy communication, could benefit from a targeted use of risk perception biases.

This paper proposes to apply evolutionary-based psychological concepts to build perceptual maps describing people and consumers on both aspiration and risk attitude axis, and to design communication tools according to psychological research on message framing and biases. Such an approach mobilizes not only the recent findings of cognitive sciences and neurosciences but also the understanding of the roots of risk attitudes and perception. Those maps and framing could probably be applied to many sectors, markets and public issues, from commodities to personal products and services (food, luxury goods, electronics, financial products, tourism, design or insurance).

Combining sensory evaluations and hypothetical valuation mechanisms, this study aims to investigate the impact of consumers' product sensory attributes on willingness to pay (WTP) and overall liking for a new apple cultivar.

A sample of non-expert participants (n = 122) evaluated the overall liking and just-about-right (JAR) attributes. A variable transformation approach was applied to make linear and interval regression models between the JAR attributes, overall liking scores and participants' WTP.

The study reveals the high consumer appreciation for the new apple in both hedonic and economic terms. After controlling the anchoring effect's bias, the predicted mean WTP for the new apple cultivar was €3.26 per kilogramme. Crunchiness and flavour significantly affect both participants' overall liking and WTP.

The main limitation is the non-probabilistic sampling procedure, which does not allow for the generalisation of the results. Penalty analysis for JAR attributes in monetary and hedonic terms is beneficial for optimising the product and evaluating its potential in the marketplace.

The findings provide helpful directions for product optimisation in future breeding programmes to ensure the long-term sustainability of the new apple cultivars in the marketplace.

This study provides evidence of the beneficial synergy of mixing sensory-oriented research with the behavioural economics field of study.