Within the live food trade there are certain types of fish demanded more often by consumers, particularly smaller and medium-sized fish. According to the book While Stocks Last: The Live Reef Food Fish Trade consumer demand has caused the fish captured on coral reefs to be the most valued fish in the trade. Consumers are important because they are directly purchasing these fish species at restaurants and stores. In addition to these types of fishes, many juvenile fish are used for the live food trade. There are also cultural and regional preferences among consumers, for example, Chinese consumers often prefer their fish to be reddish in color believing the color to be auspicious. These preferences inevitably affect the biodiversity of marine life making certain fish species rarer to find.