Consumers generally prefer handmade food or hand-sliced deli meat, believing it is better than prepackaged options. That is one finding from a study co-authored at the University of Massachusetts Amherst. Researchers say that assumption is likely wrong. In several experiments using deli meat, consumers clearly preferred hand-sliced products, even when cautioned that risk of contamination was greater than in prepackaged meats. Only when meat was repackaged with more enticing design, did consumers favor it over hand-sliced. Authors of the article in the International Journal of Hospitality Management say it shows consumers need to feel the safer deli meat options are more appealing and trustworthy. The same applies to other ready-to-eat foods.