Expectations are generated by a variety of factors. We indicate a flow chart for the role of expectations at the point of choice and in influencing sensory perception at the time of consumption. We review the sparse literature on how advertising, packaging and information generate sensory expectations. The application of various theories to explain the observed effects of sensory expectations are reviewed. There is overwhelming evidence for assimilation‐contrast effect, although no studies have been specifically designed to detect it. Finally we review the reasons why individuals might differ in the way that expectations influence sensory perception. These reasons include ideas from persuasion literature and private body consciousness. A number of behavioral hypothesis that follow from these theories are developed.

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Check-all-that-apply (CATA) questions could be a simple alternative to get an insight on consumer perception of a food product. In the present work, CATA questions were used in the development of chocolate milk desserts. Nine chocolate milk desserts were formulated with different sugar and cacao concentration. A consumer study was performed with 70 people, who were asked to score their overall liking and to answer a CATA question that included 18 sensory and hedonic terms. Besides, the samples were evaluated by a trained assessors' panel. Highly significant differences were found in the frequencies in which CATA terms were used for describing the nine desserts, suggesting that this methodology was able to detect differences in consumer perception of the desserts. Sample configuration from consumers' CATA counts and trained assessors data were similar, suggesting a good agreement between both evaluations. PRACTICAL APPLICATIONSThe use of a CATA question resulted in a simple and valid approach to gather information about consumers' perception of the product, including both 4 Corresponding their sensory and hedonic impression. This methodology enabled the direct identification of drivers of liking for groups of consumers with different preference patterns. Considering results from the present study, the use of CATA questions could be an interesting methodology to obtain a sensory map based only on consumer perception of the products and to perform external preference mapping when a sensory trained panel is not available. 68G. ARES ET AL.