Culturally, gastronomic trends, including pastry, are constantly influenced by social, technological, economic, environmental, and cultural factors. Dietary patterns, shaped by culture, religion, education, and advertising, are crucial in shaping eating habits and food perception. This thesis proposes an intercultural study to identify differences in the visual evaluation of stimuli designed for this work among consumers from five countries: Spain, Portugal, the United Kingdom, Colombia, and Mexico, using the "word association" research technique.Evaluating consumers' emotional responses provides differential information that contributes to understanding their behavior, expectations, and food acceptance. These emotional responses, stemming from visual cues triggered by the perception of a relevant stimulus, play a fundamental role in adding value to a product. The unconscious emotional evocation of a product is a factor that drives both purchase desire and the intention to try new food. This thesis examined emotional responses to pastries using the most referenced and validated emotional lexicon: EsSense Profile ® .