Impact of Honey and Liquid Smoke Marination on Consumer Expectations of Artisanal Bovine and Goat Cheeses

ABSTRACT This study evaluated how visual stimulus and product information influence consumer expectations regarding artisanal bovine and goat cheeses marinated with Apis mellifera honey and liquid smoke. A total of 201 participants, recruited via social media, completed an online questionnaire structured into four sections: (i) sociodemographic characterization, (ii) visual sensory impressions, (iii) expected flavor perception, and (iv) the influence of an explanatory message about the use of liquid smoke. Data collection tools included hedonic scales, the Check‐All‐That‐Apply (CATA) method, and comparative questions assessing perceptions before and after exposure to the explanatory message about liquid smoke. Overall, goat cheese samples, regardless of marination, elicited lower acceptance, likely due to the animal origin of the milk. Marination negatively impacted the visual appeal of both cheeses, as the color shifted from white or pale yellow to dark amber, which may trigger food neophobia in some respondents. As a result, most visual acceptability scores fell below the 70% threshold after marination. Both marinated cheeses were perceived as less acidic, moderately sweet, sweet and sour, and pleasant and generally less pleasant in appearance. Despite the initial negative perception of color and appearance, consumer preference for the smoked honey‐marinated samples increased by 56.5% for bovine and 54.5% for goat cheeses after participants received the explanatory message about liquid smoke. These findings highlight the importance of clear product communication when introducing novel flavoring techniques like liquid smoke in traditional dairy products.