Just-about-right(JAR) Scale in Sensory Analysis

I have been using the JAR scale for a few times for Food sensory analysis and I would like to ask for help in these cases:

1. I do JAR for sweetness in my product and the Mean Overall Liking of the Too High group was higher than that of JAR. I have suspected that the cause for this is the consumer way of thinking: they think that their preference is different from the market trend, let's say, they prefer things Sweet and give a high rating for Liking score but rate the Sweetness of the product as Too sweet.

I would like to ask if this is a noise that should be minimized or, in contrast leave things as it is since it is inevitable that consumers' preferences are constantly being affected by the current trend?

2. From a data analysis perspective, attributes which their correlation with Hedonic scores could be plot as an U shape would seem suitable for JAR. While those which does not have this characteristic should consult other testing method. I would like to as if this opinion is true?

Thank you very much for your patience and your help! I wish you all the best luck!!