Although consumption of mandarins has grown steadily in the United States, mandarin cultivars being produced and consumed have been changing. The goal of this research was to identify factors that impact consumer choice of mandarins. In this analysis, consumers were presented with multiple mandarins for taste tests and then asked to identify their willingness to purchase the products. The results from our study suggest that sweetness, shape, acidity, and flavor are the most important factors related to their willingness to try a mandarin, and factors such as seeds, size of fruit, color, and overall appearance were less important. [Econ Lit classifications: Q13]. © 2011 Wiley Periodicals, Inc.